Liverpool FC Partners with RFK Racing for Unique NASCAR Crossover

Liverpool FC is set to make an unexpected foray into the NASCAR Cup Series through a partnership with Trimble and RFK Racing. The collaboration will see the No. 17 Ford Mustang Dark Horse, driven by Chris Buescher, adorned with Liverpool's branding during a special race at Sonoma Raceway in June 2026. This initiative marks a significant crossover between football and motorsports, facilitated by Fenway Sports Group, which owns both Liverpool FC and RFK Racing.

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The project aims to connect Liverpool FC with NASCAR's audience, particularly in the United States, where the club has been experiencing rapid growth in its fan base. Kate Theobald, commercial director at Liverpool FC, expressed enthusiasm for the collaboration, stating, “Collaborating with our global sponsor, Trimble, to feature on RFK Racing’s car is an exciting moment for the club. It allows us to show up in a completely new sporting environment and connect with supporters in a way that feels fresh and unexpected.”

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The partnership is not only a marketing endeavor but also emphasizes shared values among the involved organizations. Mark Schwartz, group president of AECO at Trimble, highlighted the connection between the brands, stating that Trimble technology links critical industries, from stadium construction to the infrastructure fans use. He noted, “Our collaboration with RFK Racing and Liverpool FC celebrates a shared commitment to precision and performance.”

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RFK Racing president Chip Bowers also commented on the significance of the partnership, describing it as a unique opportunity to merge the passionate fan bases of all three brands. He remarked, “Liverpool FC has one of the most passionate global fan bases in sports, and Trimble’s sponsorship made it possible to bring that global energy to life on one of our cars in Sonoma.”

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The official unveiling of the Liverpool-themed NASCAR car will take place during Premier League Mornings Live in Tampa on April 18-19, 2026. Fans attending this event will have the chance to see the car before it races and will also be able to purchase merchandise featuring the same design. This activation aligns with Liverpool FC's broader strategy to enhance its presence in the U.S. market, coinciding with the club's planned 2026-27 pre-season tour across major cities.

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This collaboration between Liverpool FC, Trimble, and RFK Racing represents a pioneering moment in sports marketing, merging football and NASCAR in a way that has rarely been seen before. The project not only aims to engage fans across different sports but also showcases the potential for innovative partnerships that leverage technology and shared values to enhance brand visibility and fan experience.

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