Introduction

Founded by U.S. Marine Corps Vietnam Veteran Al Niece, Niece Motorsports has built its foundation on grit, craftsmanship, and a blue-collar approach to competition. Since entering the NASCAR CRAFTSMAN Truck Series in 2016, the organization has evolved from a part-time effort into a competitive, multi-truck operation headquartered in Salisbury, North Carolina.

As Niece Motorsports approached its tenth consecutive season in 2025, the milestone presented a strategic marketing opportunity to not only celebrate longevity, but to strengthen brand equity, deepen partner value, and create meaningful connections with fans and internal stakeholders. The objective was to transform a historical milestone into a cohesive, season-long platform that elevated awareness of the organization’s growth, reinforced its core values, and differentiated the team within a highly competitive motorsports landscape.

The resulting “10 Seasons” integrated marketing campaign was developed as an integrated marketing communications program designed to engage multiple audiences through compelling storytelling, distinctive visual branding, dedicated website content, and exclusive branded merchandise, creating multiple touchpoints for fans, partners, and team members throughout the season both at and away from the race track.

By aligning content, creative, and activations across the race season, Niece Motorsports positioned its tenth season not just as a retrospective, but as a forward-looking statement of momentum and continued growth.

The effectiveness of this approach is demonstrated through measurable audience engagement and the campaign's ability to create consistent visibility across digital, on-track, and in-person touchpoints, as outlined in the results below.

Commemorative Logo

To anchor the campaign’s visual identity, Niece Motorsports developed two distinct versions of a commemorative anniversary logo, each intentionally derived from the team’s established wordmark and brand system. Building off the bold typography, forward-leaning motion lines, and signature blue found in the primary Niece Motorsports logo, both anniversary marks maintained visual continuity while introducing new elements to signify the milestone.

The primary version featured the team’s signature blue against a black background, creating a modern, performance-driven aesthetic optimized for digital and social applications.

A secondary, patriotic version incorporated a red, white, and blue color palette, and was utilized during the ‘NASCAR Salutes’ program – the sport’s monthlong May initiative dedicated to honoring and recognizing members of the military through special programming, partnerships, and at-track activations, an especially meaningful alignment given the organization’s roots and the service of founder Al Niece, a U.S. Marine Corps Vietnam Veteran.

Together, the two logo variations provided both consistency and flexibility, allowing the campaign to remain visually cohesive while adapting across platforms, from race trucks and team apparel to digital content and retail merchandise.

Press Release

To publicly unveil the program, Niece Motorsports launched its “10 Seasons” campaign through a traditional press release distributed ahead of the 2025 NASCAR CRAFTSMAN Truck Series season. The announcement introduced the campaign’s core elements—including the commemorative anniversary logo, a season-long social media storytelling initiative, and a dedicated merchandise program, all while reinforcing the organization’s growth from a one-truck operation to a multi-team competitor.

Beyond serving as a traditional announcement, the press release was strategically positioned to establish the campaign narrative, highlighting key milestones, organizational achievements, and the people who contributed to the team’s success. It also set expectations for continued fan engagement through digital content and storytelling, while aligning partners and stakeholders around a unified message of appreciation, growth, and forward momentum. By anchoring the campaign launch in a formal media moment, Niece Motorsports ensured immediate visibility, credibility, and a clear foundation for all subsequent communications throughout the season.

Landing Page

As part of the campaign’s digital strategy, Niece Motorsports developed a dedicated landing page on its official website to serve as a centralized hub for all “10 Seasons” content. The page housed key campaign elements, including historical information about the organization, milestone achievements, and evergreen storytelling that highlighted the team’s growth over its first decade.

By consolidating content in a single, easily accessible destination, the landing page provided fans, partners, and media with a deeper understanding of the team’s history while reinforcing the campaign narrative. It also created a scalable platform for ongoing updates throughout the season, ensuring that new content could be seamlessly integrated and shared across digital channels. This approach strengthened the campaign’s digital presence, made it easier for fans to find campaign content, and sustained engagement beyond individual social moments.

Merchandise

The team developed a commemorative merchandise line, designed to celebrate a decade of competition while connecting fans to the team’s history. The collection centered around a custom-designed T-shirt that prominently featured the official 10 Seasons logo on the front pocket, creating a clean, everyday wearable look. On the back, the shirt showcased a detailed graphic, highlighting historically significant trucks and paint schemes, visually telling the story of the organization’s growth and key moments over the past ten seasons.

Complementing the T-shirt, the team offered a branded hat featuring the 10 Seasons logo, giving fans another way to represent the milestone across different styles. To further broaden the reach and versatility of the campaign, a set of decals was also produced. These included a decal mirroring the back-of-shirt design, along with two additional options: one featuring the standard color version of the 10 Seasons logo and another in a patriotic variation, reflecting the team’s roots and connection to military appreciation initiatives.

Together, these merchandise offerings provided fans with multiple entry points to engage with the 10 Seasons campaign, blending storytelling, brand identity, and collectability. The collection not only commemorated a significant milestone for the organization but also reinforced Niece Motorsports’ commitment to honoring its past, while continuing to build for the future.

Throwback Paint Schemes

Niece Motorsports brought its history to life on track through a series of special throwback paint schemes at Texas Motor Speedway - a venue with deep significance as team founder Al Niece’s home track. In the absence of an officially designated throwback weekend for the NASCAR CRAFTSMAN Truck Series, the team created its own moment, transforming the Texas race into a celebration of its decade-long journey.

The team’s three trucks were outfitted with custom liveries that paid tribute to defining milestones in the organization’s history. The No. 45 scheme honored the team’s origins by mirroring the very first paint scheme fielded in 2016, also at Texas, creating a full-circle moment that connected the past to the present. A second design, on the No. 44, revisited a pivotal 2019 race at Iowa Speedway, a moment that, despite its outcome, became a defining chapter in the team’s competitive evolution. The No. 42 scheme reflected a race-winning design that secured a playoff berth for the organization, symbolizing its rise and growing presence within the series.

Beyond the visual impact on race day, these paint schemes served as storytelling platforms within a broader, integrated social media campaign. Each livery was introduced through a coordinated rollout of teaser content, reveal graphics, and side-by-side comparisons with the original designs, allowing fans to engage with the history behind each look. This approach turned the trucks themselves into narrative vehicles, blending competition, heritage, and digital content to deepen fan connection and reinforce brand identity.

By anchoring the initiative at Texas Motor Speedway and tying each design to meaningful moments, Niece Motorsports successfully leveraged special paint schemes not just as visual assets, but as a strategic communications tool, celebrating its past while amplifying engagement in real time.

On-Track Anniversary Branding

At Homestead-Miami Speedway, the 10 Seasons campaign celebrated one of the individuals who helped define Niece Motorsports' first decade. Ross Chastain piloted the No. 45 Chevrolet Silverado featuring the commemorative 10 Seasons logo on the hood, honoring both the organization's milestone season and one of the drivers most closely connected to its growth.

Chastain's relationship with Niece Motorsports dates back to the team's formative years. As one of the organization's most impactful drivers, he helped elevate the program and delivered its first NASCAR CRAFTSMAN Truck Series victory in 2019, a milestone that marked a turning point in the team's history.

Featuring the anniversary logo on a truck driven by Chastain was a deliberate way to connect the past with the present. More than a commemorative paint scheme, it represented the relationships, perseverance, and defining moments that shaped Niece Motorsports' first decade while celebrating the people who continue to carry its legacy forward.

Video Series

A cornerstone of the 10 Seasons campaign was a thoughtfully produced 10-part video series, designed to tell the story behind Niece Motorsports through the voices of the people who built it. Rather than focusing solely on on-track performance, the series aimed to highlight the individuals whose contributions, both visible and behind the scenes, shaped the team’s growth over a decade in the NASCAR CRAFTSMAN Truck Series.

Each episode featured in-depth interviews with key figures who played a pivotal role in the organization’s journey. The series began with team founder Al Niece, whose vision and values laid the foundation for the team, followed by CEO and President Cody Efaw, who has been instrumental since day one. Additional episodes spotlighted early contributors such as TJ Bell, the team’s first driver, and Phil Gould, whose leadership on the competition side helped elevate the program.

The series also captured the impact of standout drivers, including Ross Chastain, a multi-race winner who took an early chance on the organization, and Carson Hocevar, who helped usher in one of the most competitive eras in team history. Both drivers have since advanced to the NASCAR Cup Series and earned victories, underscoring the role Niece Motorsports has played in developing top-tier talent.

Beyond competition, the series paid tribute to those who contributed to the team’s growth off the track. A particularly meaningful episode honored Rob Rose, whose partnership through Worldwide Express and personal investment in the organization left a lasting legacy. Longtime team members Ron Paradiso and Tim Mooney shared insights from their tenure as two of the organization’s original employees, while Amanda Efaw reflected on the organization’s evolution, from its early days to its current position, offering a firsthand perspective on how the team has grown over time.

The series concluded with Josh Morris, Greg Fowler, and Jason Wilson; partners who began as sponsors and have since become key ownership figures, ushering the team into its next chapter.

Collectively, the video series served as the emotional backbone of the 10 Seasons campaign. By pairing authentic storytelling with a strategic digital rollout, Niece Motorsports was able to humanize its brand, deepen fan connection, and provide meaningful context to its decade-long journey. The series not only documented where the organization has been, but also reinforced the people-first culture that continues to drive its success into the future.

By releasing each episode strategically throughout the race season, the series sustained the campaign’s presence over time, creating sustained engagement and giving fans a reason to stay connected week after week.

Click the images below to view the video series

Beyond the Track: Honoring Service and Giving Back

An integral part of the 10 Seasons campaign was a season-long patriotic initiative that reflected Niece Motorsports’ deep-rooted commitment to honoring those who have served. With team founder Al Niece being a Vietnam veteran, support for military-focused organizations is not just a campaign element, but a core part of the team’s identity. This initiative allowed the organization to bring its 10 Seasons celebration beyond racing, creating a meaningful platform to give back.

Central to this effort was the team’s partnership with Wreaths Across America, whose mission to remember, honor, and teach aligns closely with the values upheld by Niece Motorsports. The program ran throughout the entire race season, with a focused goal of increasing wreath sponsorships and raising awareness for the organization’s impact. Al Niece has personally participated in wreath-laying ceremonies for many years, and over the past two seasons, team members have joined in that effort as well, further reinforcing the authenticity and personal connection behind the initiative.

To amplify the campaign, Niece Motorsports integrated Wreaths Across America across multiple touchpoints. The organization featured dedicated decals on its race trucks to promote the cause on a national stage, produced and shared social media content to educate and engage fans, and introduced incentives such as team store discounts for those who sponsored wreaths. These efforts created a cohesive and consistent message that encouraged fan participation while elevating the visibility of the cause.

In addition to its season-long efforts, Niece Motorsports aligned its charitable initiatives with the broader NASCAR Salutes campaign during the month of May. As part of this league-wide initiative honoring military service members and their families, the team partnered with multiple veteran-focused organizations, including Foundation for Pops and PGA HOPE, alongside its continued support of Wreaths Across America. These organizations were featured through race partnerships, on-truck branding, and integrated storytelling, helping to amplify their missions on a national stage. The effort also included the introduction of a patriotic version of the team’s logo and themed activations throughout the month, creating a cohesive connection between Niece Motorsports’ campaign and NASCAR’s larger industry-wide salute.

By weaving this patriotic component into the broader 10 Seasons campaign, Niece Motorsports demonstrated that its impact reaches far beyond the race track. The initiative not only honored the service and sacrifice of military members, but also mobilized its fanbase and partners around a shared purpose, making the campaign both meaningful and mission-driven.

Fan Day

Niece Motorsports extended its celebration beyond the track and digital platforms by hosting its first-ever Fan Day, an immersive, in-person event dedicated to the fans who have supported the organization throughout its journey. Designed as a free, family-friendly experience, Fan Day served as an expression of appreciation for fans, while bringing the 10 Seasons campaign to life in a meaningful and interactive way.

The event featured a wide range of activities that gave fans unprecedented access to the team. Highlights included an autograph session with all Niece Motorsports drivers, where attendees also received a special, Fan Day-exclusive hero card featuring the full driver lineup, creating a unique collectible tied directly to the 10 Seasons celebration. The day also included live, emceed Q&A sessions with drivers and team founder Al Niece, offering personal insights and behind-the-scenes stories from the past decade. Fans were invited inside the shop for guided tours, providing a firsthand look at the team’s operations, while live pit stop demonstrations showcased the skill, precision, and teamwork required on race day.

In addition to the interactive experiences, Fan Day created a festival-like atmosphere with food trucks, team store merchandise available for purchase, and engaging fan activations. One of the most unique elements of the event was a dunk tank featuring Niece Motorsports drivers, where fans who sponsored a wreath for Wreaths Across America earned the opportunity to participate - seamlessly tying the team’s patriotic initiative into the event, while encouraging charitable support.

Ultimately, Fan Day served as a special moment within the 10 Seasons campaign, transforming the celebration from a primarily social and digital initiative into a real-world experience. By opening its doors and creating direct connections with fans, Niece Motorsports reinforced its people-first culture and demonstrated that its decade-long success is shared with the community that has supported it every step of the way.

Fan Engagement

The 10 Seasons campaign created opportunities for fans to become part of the anniversary celebration through giveaways featuring memorabilia connected to memorable moments from Niece Motorsports' first decade.

Throughout the season, the team offered exclusive signed photographs commemorating significant moments in its history, including a photo from the team's 2023 Texas Motor Speedway appearance signed by Carson Hocevar and a photo celebrating Niece Motorsports' 2024 Darlington Raceway victory signed by Ross Chastain. Promoted under the #NieceDecade campaign, the giveaways transformed pieces of the team's history into opportunities for direct fan engagement.

That approach continued at the end of the year through Niece Motorsports' Five Days of Christmas promotion. Giveaway packages incorporated race-used items, signed memorabilia, hero cards and merchandise representing drivers, partners and moments from throughout the organization's history, extending the anniversary celebration into the team's year-end fan engagement.

Together, the promotions gave fans more than an opportunity to reflect on Niece Motorsports' first decade — they gave them an opportunity to own a piece of it.

#NieceDecade

The 10 Seasons campaign strategically utilized the hashtag ‘#NieceDecade’, which served as a unifying thread across all digital and social media content. By incorporating a consistent, campaign-specific hashtag, Niece Motorsports created a centralized hub where fans, partners, and stakeholders could easily discover and engage with content tied directly to the 10 Seasons initiative.

The hashtag was integrated across all major campaign touchpoints, including paint scheme reveals, merchandise launches, video series episodes, fan engagement posts, and event coverage. This consistent usage not only strengthened brand recognition around the milestone, but also allowed for seamless aggregation of content across platforms, making it easier for fans to follow along with the campaign narrative in real time.

#NieceDecade encouraged fan participation by providing a clear and accessible way for supporters to join the conversation. Fans attending races, purchasing merchandise, or participating in events like Fan Day were able to share their own experiences using the hashtag, further amplifying the campaign’s reach and authenticity.

By leveraging #NieceDecade as a digital anchor, Niece Motorsports ensured that its 10 Seasons campaign remained cohesive, discoverable, and engaging throughout the duration of the season.

Results and Impact

Celebrating the Past While Engaging Today’s Audience

Throughout the season, the 10 Seasons campaign gave Niece Motorsports a consistent platform to celebrate the people, moments and milestones that shaped the organization's first decade while creating new opportunities for fans to engage with its history.

Across Niece Motorsports' social channels, content associated with the campaign generated 564,717 total impressions and 31,984 engagements. The campaign reached audiences across X, Instagram, Facebook, YouTube, and TikTok, demonstrating the ability of the 10 Seasons story to translate across platforms and content formats.

Performance was particularly strong on Instagram and X, where campaign content generated a combined 265,230 impressions and more than 19,000 engagements. On Facebook, 10 Seasons content generated an additional 199,151 impressions, while long-form and supporting video content on YouTube generated 89,200 impressions and nearly 8,000 views.

History That Resonated

Some of the campaign's strongest-performing content came from moments that connected the organization's history with its present-day audience.

The throwback paint scheme program generated significant interest as Niece Motorsports revisited designs and stories from its first decade. Reveals of the No. 44 and No. 45 throwback schemes each generated more than 30,000 combined impressions across X, Instagram and Facebook, while the No. 42 throwback reveal generated more than 28,000 impressions across those same platforms.

Content surrounding the team's 600th NASCAR CRAFTSMAN Truck Series start also generated more than 41,000 impressions across X, Instagram and Facebook, demonstrating continued audience interest as the campaign moved beyond nostalgia to recognize new milestones being added to the organization's history.

The campaign's storytelling series provided another dimension, preserving the perspectives of the drivers, employees and team members who helped shape Niece Motorsports over its first 10 seasons. Those stories created a permanent record of the organization's history while allowing fans to hear directly from the people who experienced it.

More Than an Anniversary

The impact of the 10 Seasons campaign extended beyond its digital performance. Throughout the year, the anniversary identity appeared across Niece Motorsports' race trucks, merchandise, digital platforms, and at-track presence, creating a consistent visual thread connecting the organization's past and present.

Throwback paint schemes brought significant moments from Niece Motorsports' history back to the race track. Anniversary merchandise gave fans an opportunity to participate in the celebration. Fan Day and season-long giveaways added another dimension to the campaign, creating opportunities for supporters to experience the anniversary in person and take home pieces of Niece Motorsports' history. Original video storytelling preserved memories from the people who helped build the organization. And as the season progressed, new milestones, including the team's 600th Truck Series start, became part of the story the campaign was created to celebrate.

Niece Motorsports used the milestone as the foundation for a season-long celebration of the people, accomplishments, and experiences that defined its first decade.

Conclusion

The Niece Motorsports 10 Seasons campaign transformed an organizational milestone into a season-long celebration of the history, people, and moments that shaped the team. Throughout the year, the campaign brought the organization's first decade to life while creating new ways for fans to connect with its story.

The 10 Seasons campaign celebrated where Niece Motorsports has been while looking toward where it is going — honoring the history that shaped the organization and building momentum for the years ahead.

104c. Marketing/Promotion Campaign | Integrated Marketing: Niece Motorsports 10 Seasons