Front Row Motorsports (FRM) is celebrating National Pickle Day (November 14) by inking a sponsorship extension with Grillo's Pickles, which will see the fan-favorite pickle-selling brand continue supporting the team in 2026.
The Boston-based company has become pretty well-known in the NASCAR world from fielding "The Pickle Car" on the No. 34 Ford Mustang Dark Horse in the NASCAR Cup Series, with Todd Gilliland behind the wheel. In 2026, the company will do exactly that five times -- but once with a little bit of a twist.
“Todd and the FRM team match our passion for shaking things up,” said Mark Luker, Chief Marketing Officer at Grillo’s Pickles. “Our goal is always to bring some unexpected fun to race day. Seeing the fans lean into the brand has been incredible, and we’re excited to continue to grow our partnership with Todd and Marissa, both on and off the track.”
Todd Gilliland will carry the green and white branding of Grillo's on the No. 34 in four NASCAR Cup Series events, beginning with the second race of the season at EchoPark Speedway (February 22). Gilliland will carry the brand's colors at the Coca-Cola 600, the inaugural San Diego Street Race, and the regular-season finale at Daytona International Speedway in August, as well.
“It’s without a doubt that Grillo’s Pickles has one of the most recognizable paint schemes on the track—the fans absolutely love it,” said Todd Gilliland. “They’ve brought a ton of energy to our race program and some incredible creativity with their paint schemes, especially the Snoeman and Hot Pickle cars. Our partnership has really grown into a friendship, and that’s something special to me. Grillo’s Pickles has made its mark within the NASCAR community, and I’m proud to have contributed to that and continue to be a part of it.”
Since joining forces with Front Row Motorsports for the first time in 2024, Grillo's Pickles has served as a primary sponsor with Todd Gilliland a total of nine times, three times in 2024 and six times in 2025. The best finish for the company as a NASCAR Cup Series sponsor was a ninth-place result by Gilliland at Martinsville.
In addition to a four-race primary sponsorship of Gilliland's No. 34 Ford Mustang Dark Horse in 2026, Grillo's Pickles will also become a full-season associate partner. Plus, as a bonus, the company will also serve as the primary sponsor for Noah Gragson in the Spring event at Talladega Superspeedway.
“It’s been incredible to see the support Grillo’s Pickles has shown Todd,” said Marissa Gilliland, Todd’s wife. “I have really enjoyed playing a role in the partnership, as well, and look forward to continuing to do so next season.”
The first appearance for 'The Pickle Car' in 2026 will be at EchoPark Speedway on February 22. Coverage of the event will take place at 3:00 PM ET on FOX.
