A covered Joe Gibbs Racing car is in front of a Bob’s Discount Furniture storefront. The Top 100 retailer signed a multi-year deal to sponsor JGR’s No. 11 Toyota driven by Denny Hamlin. Photo courtesy of Joe Gibbs Racing.
HUNTERSVILLE, N.C. — As it makes its way into the South, Top 100 retailer Bob’s Discount Furniture is also coming to the NASCAR Cup Series.
The Manchester, Conn.-based retailer, which is in the process of opening its first stores in North Carolina, has signed a multi-year agreement with Joe Gibbs Racing to sponsor Denny Hamlin‘s No. 11 Toyota Camry XSE. Their first race will be at Iowa Speedway on Aug. 3.
“Partnering with Joe Gibbs Racing is a natural fit for Bob’s,” said Bill Barton, president and CEO of Bob’s Discount Furniture. “We’re both committed to excellence, delivering value, and engaging with communities in meaningful ways. Debuting the Bob’s-branded No. 11 car at Bob’s Grand Opening in Winston-Salem, a region with deep NASCAR heritage and our newest store location, makes this moment even more special.”
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As part of the collaboration, Bob’s Discount Furniture will serve as the Official Furniture Retailer of Hamlin & the No. 11 Cup Series Team with multiple primary sponsor races and full-season associate partner placement on the No. 11 Toyota over the course of the partnership. The partnership will kick off immediately with plans to integrate cross-promotional events, community outreach initiatives and in-store experiences that bring the energy of racing directly to Bob’s customers.
Hamlin and JGR owner Joe Gibbs are scheduled to attend the grand opening of the Bob’s Discount Furniture location in Winston-Salem, N.C., on Thursday, July 17, at 1 p.m. ET. The event will feature a VIP autograph session with Hamlin, giveaways, live entertainment, and a chance for fans to be the first to see the No. 11 Bob’s Discount Furniture Toyota Camry XSE that Hamlin will race at Iowa Speedway.
“We are thrilled to partner with Bob’s Discount Furniture,” said Gibbs. “Racing every weekend all across the country, we will have the opportunity to promote their great furniture at everyday low prices to race fans everywhere. We are especially excited to have the opportunity to celebrate their expansion into North Carolina at the grand opening event at their new Winston-Salem store on July 17.”
The partnership, Bob’s first foray into motorsports sponsorship, underscores the retailer’s ongoing commitment to expanding its footprint in the Southeast while creating fun and memorable experiences for its customers. The company currently operates nearly 200 stores across 26 states with 20 new locations set to open in 2025 including six locations in North Carolina.
Hamlin is competing in his 20th full-time season in the NASCAR Cup Series. He is 12th on the all-time wins list with 57 victories, including three wins so far this year. His Cup Series career has included monumental moments like his trio of Daytona 500 victories (2016, 2019, 2020), three Southern 500 wins (2010, 2017, 2021), and a Coca-Cola 600 triumph in 2022. Through 16 races this season, Hamlin sits fifth in the Cup Series standings despite missing last Sunday’s race in Mexico City because of the birth of his third child.
“We’re excited to welcome Bob’s to our No. 11 team and to have their new locations opening up close to home,” said Hamlin. “If you look at their marketing and social media, they do a great job being creative, so we’re really looking forward to what kind of ideas we can work on together both on and off the racetrack.”