Roush Fenway Racing today announced a robust resale strategy that will result in the organization changing its official name to Roush Fenway Keselowski Racing (according to RFK Racing). The team unveiled a brand new campaign and all new points on Tuesday during a media lunch at Charlotte Motor Speedway. The brand includes a new organizational logo structure, as well as a renaming of the team’s iconic no. 6-point.
“We are excited about this next chapter in our team’s history,” said team president Steve Newmark. “For our entire team, it was extremely important to devote time and energy to this process of capturing the right message about who we are as we move forward as an organization.”
For the takeover, the team enlisted the services of award-winning marketing firm RARE Design, which handled retail for several major league stick and ball sports, as well as the NASCAR league brand name. RARE has interviewed more than 40 Roush Fenway employees, ranging from managers, owners, board members and managers to crew members and store employees with years of service ranging from a few months to 35 years plus. On top of that, the change to the no. 6-cup images the first in two decades, marking the team’s launch into a new era of success and achievement.
“After all the interviews and evaluations of our legacy, what stood out was that our ownership group represents three fundamental pillars, and each will contribute to our success going forward,” Newmark said.
“The legacy and innovation of Jack Roush, the championship watchmaker of Fenway Sports Group and the passion for racing of Brad Keselowski are merging to create RFK Racing,” Newmark added. “These principles shape and drive the fundamentals of our team and the new brand, while setting out the roadmap that will guide us in the future.”
“Today’s announcement is more than a fancy new logo,” Keselowski said. “It is a recognition of our heritage, a renewed commitment to our people and a share in the ground that we are here to run top-level racing teams in the sport of NASCAR for decades to come. I’m delighted to be part of this next chapter with Jack Roush and John Henry. ”
RFK Racing will field two NASCAR Cup teams in 2022, with NASCAR and the longtime cup contender, Brad Keselowski, taking part in ownership of the team while taking on the team’s no. 6 Ford Mustang will be at the wheel. Chris Buescher returns to the no. 17 Ford to launch. The team announced earlier this month that veteran crew chief Matt McCall will speak the rights for Keselowski and the no. 6-span.
Scott Graves will be the no. 17-team and Buescher led in 2022. The duo of Buescher and Graves combined to win the 2015 NASCAR Xfinity Series Championship and were teamed up again with five races left in the 2021 season, scoring three finishes of 12.ste or better, including some top 10s and a third place finish at the Charlotte ROVAL.