Roush Fenway completes addition of Keselowski with NASCAR team rebrand

Roush Fenway has completed its addition of driver Brad Keselowski as a partial owner with an official rebranding of the NASCAR organization.

Roush Fenway completes addition of Keselowski with NASCAR team rebrand
Listen to this article

On Tuesday at Charlotte Motor Speedway, Roush Fenway unveiled its new name – Roush Fenway Keselowski (RFK) Racing – a move first reported by Motorsport.com in May.

The branding includes a new organizational logo structure, as well as a rebranding of the team’s iconic No. 6 mark, which is the car number Keselowski will drive in the 2022 Cup Series season.

“We are excited about this next chapter in our team’s history,” said team president Steve Newmark. “For our whole team, it has been vitally important to spend time and energy around this process to capture the right message about who we are as we move forward as an organization.”

For the rebranding, the team enlisted the services of the award-winning marketing firm RARE Design, who has handled rebranding for several major league stick and ball sports, as well as the NASCAR league rebranding.

The change to the No. 6 Cup imagery is the first in two decades, signifying the team’s launch into a new era of success and performance.

“The heritage and innovation of Jack Roush, the championship swagger of Fenway Sports Group and the passion for racing of Brad Keselowski are what merges together to create RFK Racing,” Newmark said.

Added Keselowski: “Today’s announcement is more than a fancy new logo. It’s an acknowledgment to our heritage, a renewed commitment to our people and a stake in the ground that says we are here to operate top-tier race teams in the sport of NASCAR for decades to come.

“I’m thrilled to be a part of this next chapter with Jack Roush and John Henry.”

Read Also:

RFK Racing will field two Cup teams in 2022, with NASCAR and perennial Cup contender Keselowski taking part ownership in the team, while piloting the team’s No. 6 Ford. Chris Buescher returns to pilot the No. 17 Ford.

The team announced earlier this month that veteran crew chief Matt McCall will call the shots for Keselowski and the No. 6 Team. Scott Graves will lead the No. 17 team and Buescher in 2022.

shares
comments

Related video

23XI Racing reveals crew chief lineup, new hires for 2022
Previous article

23XI Racing reveals crew chief lineup, new hires for 2022

Next article

Noah Gragson to attempt to make 2022 Daytona 500 field

Noah Gragson to attempt to make 2022 Daytona 500 field
The ex-F1 driver taking on NASCAR with a new team Prime

The ex-F1 driver taking on NASCAR with a new team

Saddled with uncompetitive Minardi machinery, Tarso Marques didn't manage to score points in his three partial seasons of Formula 1. But now the Brazilian has the chance to show what he can do in NASCAR, and explains the story of his comeback with new Cup Series entrant Team Stange

NASCAR Cup
Apr 13, 2022
The early benefits and challenges of NASCAR's Next Gen car Prime

The early benefits and challenges of NASCAR's Next Gen car

NASCAR’s new stock car generation is encouraging an influx of fresh blood into its top tier. But there are concerns that parts are in short supply as the entire paddock tries to build up stocks at the same time

NASCAR Cup
Feb 22, 2022
How Penske's rookie sensation opened NASCAR's new era in style Prime

How Penske's rookie sensation opened NASCAR's new era in style

After holding his nerve and hip-checking his teammate on the run to the line, Austin Cindric made a perfect start to life as a full-timer in the NASCAR Cup Series by winning the Daytona 500. Here's how the Penske Ford man emerged first across the line in the first points-scoring race for the much-anticipated Next Generation cars

NASCAR Cup
Feb 21, 2022
Six key themes to follow in the 2022 NASCAR Cup season Prime

Six key themes to follow in the 2022 NASCAR Cup season

There are plenty of uncertainties ahead of the 2022 NASCAR Cup season as an all-new fleet of cars take to the track for the first time. Ahead of this weekend's Daytona 500, our experts explain what you need to know

NASCAR Cup
Feb 17, 2022
How NASCAR had to learn a harsh lesson ahead of Next Gen arrival Prime

How NASCAR had to learn a harsh lesson ahead of Next Gen arrival

The NASCAR Cup kicks off with the Daytona 500 this weekend, but a major engine overhaul and a subsequent mountain of work has been required to be ready for the arrival of the Next Gen cars.

NASCAR Cup
Feb 16, 2022
How Larson took the long way round to NASCAR Cup glory Prime

How Larson took the long way round to NASCAR Cup glory

From villain to hero, Kyle Larson had to reach his lifelong goal the hard way and go through a very public shaming after a ban for using a racial slur, but his talents shone long before his name grabbed the headlines...

NASCAR Cup
Nov 10, 2021
How NASCAR is gearing up for its "biggest change" in 2022 Prime

How NASCAR is gearing up for its "biggest change" in 2022

It’s not just Formula 1 that’s set for upheaval in 2022, as the NASCAR Cup series adopts its Next Gen cars that will cast any in-built advantages aside and require teams to adopt a totally new way of operating. Far more than just a change of machinery, the new cars amount to a shift in NASCAR's core philosophy

NASCAR Cup
Oct 12, 2021
Why Bubba Wallace’s Talladega win is such a big moment for NASCAR Prime

Why Bubba Wallace’s Talladega win is such a big moment for NASCAR

Bubba Wallace claimed his maiden NASCAR Cup Series at Talladega on Monday to become the first Black victor in the category since Wendell Scott in 1963. Both Wallace and Scott had faced obstacles and racism in their paths to their breakthrough wins, and NASCAR is trying to put it right with its range of diversity programmes

NASCAR Cup
Oct 5, 2021