Celebrity chef Guy Fieri (Tournament of Champions, Guy's Grocery Games) has expanded his ties to NASCAR. He has agreed to become an investor in Legacy Motor Club.
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The Cup Series team announced the deal on Thursday and provided some more details. Fieri, the Mayor of Flavortown, will serve as a strategic owner. He will became the latest high-profile investor in the team as he follows musician Darius Rucker.
Additionally, the investment will include some collaborations in other areas. Fieri and the team will create content together. They will also join forces on fan engagement initiatives and "licensed merchandise that brings together racing, food, and lifestyle culture."
Photo credit: Legacy Motor Club
"Motorsports and race cars have always had that raw energy I love — the people, the passion, the culture, the speed," Fieri said in a press release.
"Legacy Motor Club is building something different, and I wanted to be part of it. This is about more than racing — it's about creating a brand that connects with fans everywhere, from the track to the table."
The deeper move into NASCAR is natural for Fieri, a man who loves fast cars. He has previously enjoyed multiple crossovers with the sport. This includes serving as a grand marshal for one race and as the pace car driver for another.
Fieri also spoke during the 2014 and 2016 NASCAR Award shows. He co-hosted the After the Lap live show with Rutledge Wood while relentlessly teasing Tony Stewart and giving Jimmie Johnson Patron Silver Tequila.
Johnson had previously teased more than two dozen celebrity investors joining the fold in the near future. The announcement of Fieri is the latest example. It also comes as the team prepares to expand to three full-time Cup Series entries in 2026.
Having Rucker, Fieri, and dozens of other investors will help Legacy Motor Club take a different approach to the sport of stock car racing. It will continue to operate independently without having to pay alliance fees to other Toyota-affiliated teams.
Photo credit: Getty Images
"We have a huge group of celebrity investors, and we look forward to making that formal announcement with all 27 of them," Johnson said in early June, per the Sports Business Journal. "But Darius and a couple more will be announced as we kind of get into the early summer stretch.
"But these are first and foremost friends and people that are passionate about motorsports. Some are friends in music, sport, motorsport, various aspects of business, quite notable as well — even some action-sports guys that really want to be a part of this journey and see what's going on in motorsports and the world of NASCAR, and the opportunity to help amplify that."
