“Flavortown” is coming to NASCAR as Food Network star and noted chef Guy Fieri is the latest ownership partner of Legacy Motor Club.
The primary owner is seven-time NASCAR Cup Series Champion Jimmie Johnson. At one time, seven-time NASCAR Cup Series Champion Richard Petty had an ownership stake in the team, but he sold that to former Allegiant Airlines founder, majority owner, Chairman of the Board and Chief Executive Officer Maury Gallagher. Petty remains at Legacy as a team ambassador. Other investors at Legacy Motor Club include Knighthead Capital Management, and country musician Darius Rucker.
Fieri, an Emmy Award-winning television host, restaurateur, and entrepreneur, is the latest to join the organization as a strategic owner. One of the most recognizable personalities in American culture, Fieri brings a rare combination of entertainment, authentic storytelling, and a genuine connection to the spirit of American life that aligns naturally with the vision at the heart of Legacy.
Guy Fieri Adds NASCAR To His Menu
“Motorsports and race cars have always had that raw energy I love — the people, the passion, the culture, the speed,” said Guy Fieri. “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.”
Known for building a global brand rooted in food, energy, and authenticity, Fieri brings a perspective that complements Legacy Motor Club’s evolution into a modern motorsports organization that resonates far beyond the track.
“Guy has built an incredible brand by being authentic and connecting with people in a real way,” said Jimmie Johnson, co-owner of Legacy Motor Club. “That’s at the heart of what we’re building here. We want Legacy to reach far beyond race day, and Guy’s creativity, energy, and perspective are exactly what this ownership group is about.”
Guy Fieri Will Be Actively Involved In Creative Strategy
Fieri’s involvement will extend beyond ownership, with plans for collaborative content, fan engagement initiatives, and licensed merchandise that brings together racing, food, and lifestyle culture.
Additional details on upcoming activations and collaborative initiatives will be announced throughout the season.
Fieri’s is an entrepreneur whose name has become synonymous with bold flavors, authentic experiences, and American food culture. As the host of Diners, Drive-Ins and Dives and numerous other Food Network productions, Fieri has built one of the most recognizable personal brands in entertainment. A passionate advocate for the restaurant industry and small business owners across the country, Fieri brings the same energy and authenticity to everything he does — both inside and outside the kitchen.
And now, Fieri will bring that same energy and panache to the NASCAR menu.
