Circuit City Jumps Back Into NASCAR with H2 Motorsports Partnership

It’s been nearly 20 years since the Circuit City name was last seen circling racetracks around the country, but the dot-com consumer electronics retailer is getting back into the NASCAR business through a partnership with the newly launched H2 Motorsports team. The retailer will be the primary sponsor on the number 28 Circuit City Toyota Supra in the NASCAR Xfinity Series circuit—the “minor league” circuit to the Monster Energy series—which will be driven by 25-year-old driver Shane Lee.

The announcement was made in a press conference at the Charlotte Motor Speedway in North Carolina on Thursday.

“As a testament to the lasting spirit of our brand, we’re thrilled to be back with the fans that support this friendship,” Ronny Schmoel, CEO of Circuit City, said in a statement. “As one of the strongest partners in its history, NASCAR has been a loyal and lasting friend to the company. Some who were still young at the time of Circuit City’s disappearance have grown into modern giants on the track.”

Circuit City was one of the major sponsors of the sport in the mid to late 1990s, serving as NASCAR’s official electronics and appliance stores and one of the founding partners of DAYTONA USA. The retailer was also the primary sponsor of the number 8 Chevy car in the senior circuit from 1996-1998.

"Circuit (City)'s vision of being the best on the track, while offering the best in consumer electronics off of the track, is what makes them the perfect partner,” Matt Hurley, H2 Motorsports Team Owner, said in the statement. “Circuit’s competitive nature and commitment to their customers will resonate with fans in a way that very few brands can. I think the turnaround effort that Ronny and his team are pulling off will go down as one of the greatest corporate comebacks in the history of commerce.”

Circuit City will make its official return to the track when Lee and the H2 Motorsports team debuts on June 16 at Iowa Speedway. They’ll compete throughout the remainder of the 2019 Xfinity Series season.

“We know that NASCAR is a dynamic and one-of-a-kind property that will allow us to build strong and lasting business and consumer relationships through the power of competition and the most dedicated following,” Shmoel said. “We know we’ve got a winning formula with Matt and the team, both on and off the track.”