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Sponsors use events like Food City Family Race Night to connect with fans

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Fans aren't the only ones who love Food City Family Race Night. Sponsors of some of the biggest drivers use events like this to connect with their fans.

One company, SellEthics, is based out of Matthews, North Carolina, but makes the trip down to Bristol every race week. They say it's a chance to connect with new fans who may not be familiar with their products.

"A lot of these products are maybe new to the market or maybe something they've never looked at in the grocery store," SellEthics rep Ron Whittington says. "The hope is to sample the products and then they'll go to the local Food City store and pick them up in person."

For some drivers, sponsors are more than just a sticker on their car.

Xfinity Series driver Ryan Reed was diagnosed with Type 1 diabetes in 2011, and he says he's proud to work with Lilly because the company promotes a message that hits home for him.

"I was diagnosed and told I would never race again. So right away, it became important to me to encourage people to get out there and live their lives without letting diabetes hold them back," Reed says. "That works so well with Lily... the messaging and everything we do together, it's such a nice fit."


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