Onbrand

Alpha Prime Racing is a professional motorsports organization competing nationally in the NASCAR O’Reilly Auto Parts Series, owned by Tommy Joe Martins and Caesar Bacarella and operated by Team President Jusan Hamilton, a former NASCAR senior executive with more than a decade of leadership experience across competition operations, event management, and strategic industry development.

The organization combines national television exposure, highly engaged fan audiences, premium hospitality opportunities, and direct B2B relationship development to help brands grow through the NASCAR ecosystem. Alpha Prime Racing works closely with emerging and established consumer brands to create partnerships that go beyond logo placement — including retail introductions, distributor relationships, social media campaigns, experiential activations, influencer integrations, and custom content production.

Through previous NASCAR relationships and industry connectivity, Alpha Prime Racing has helped partners create meaningful exposure opportunities tied to retail and convenience store networks, including relationships connected to brands such as Sunoco, Target, and 7-Eleven.

In addition to its racing platform, Alpha Prime Racing operates the Alpha Prime Workforce Development Initiative, powered in partnership with the Urban Affairs Coalition. The initiative is designed to create educational and career pathways into motorsports for students and young professionals from underserved and underrepresented communities.

The program provides participants with:

Hands-on experience inside a professional NASCAR race team
Exposure to engineering, mechanics, marketing, logistics, media, and business operations
Mentorship from industry professionals
Access to race events, shop operations, and workforce training opportunities
Career development pathways within motorsports and related industries

Brands partnering with Alpha Prime Racing have the opportunity to support both a national sports platform and a meaningful workforce development mission simultaneously. Partners can engage through:

Sponsorship and branding integrations
Product placement and experiential activations
Community engagement initiatives
Scholarship and workforce development support
Tax-advantaged charitable involvement through the nonprofit partnership structure
Diversity, equity, workforce, and education-focused programming

Alpha Prime Racing believes modern sponsorships should deliver measurable business value while also creating authentic community impact, making the platform uniquely positioned for brands looking to align commerce, culture, and purpose.