Benebone, a prominent brand in the durable dog toy market in the United States, has announced its return as a primary partner of Front Row Motorsports (FRM) for the 2025 NASCAR Cup Series season. The partnership will feature Zane Smith as the driver of the No. 38 Ford Mustang Dark Horse team.
Previously, Benebone was an associate partner of Smith during the 2023 NASCAR CRAFTSMAN Truck Series. For the upcoming season, Benebone’s branding will be displayed during three Cup Series events. The collaboration will commence in May at the Coca-Cola 600 at Charlotte Motor Speedway in North Carolina, followed by a race at the Autodromo Hermanos Rodriguez in Mexico City in June. The final race for Benebone will take place in October at Talladega Superspeedway in Alabama.
Zane Smith has expressed a personal connection to the brand, noting that he is a pet owner of two dogs who enjoy Benebone products. He remarked on the significance of the partnership, highlighting the brand’s commitment to creating durable toys for dogs.
Benebone’s Chief Growth Officer, Nate Harceg, also commented on the partnership, emphasizing the company’s mission to enhance the lives of dogs and their owners. He noted the enthusiasm of the NASCAR community and the brand’s intention to engage with fans both on and off the racetrack.
The No. 38 Benebone Ford Mustang Dark Horse will be featured in the Coca-Cola 600 on May 25, 2025, at 6 p.m. ET, which will be available for viewing on Amazon Prime. Additionally, the race can be heard live on the Performance Racing Network and SiriusXM channel 90.