Dollar Tree Named Entitlement Sponsor for New England's Only NASCAR Cup Series Race

Rhea-AI Summary

Dollar Tree (NASDAQ:DLTR) is the entitlement sponsor of the NASCAR Cup Series race at New Hampshire Motor Speedway, the Dollar Tree 301, on Aug. 23, 2026. The retailer is also named Official Value Retailer of Speedway Motorsports, with display and promotional rights across 10 speedway properties and 15 NASCAR Cup Series weekends.

Promotional activations include a $10 Dollar Tree gift card with select ticket purchases, branded web pages, fan-zone activations, VIP hospitality, and driver appearances tied to Legacy Motor Club.

AI-generated analysis. Not financial advice.

Positive

• Entitlement sponsor of the Dollar Tree 301 NCS race at NHMS on Aug. 23, 2026
• Official Value Retailer across 10 Speedway Motorsports properties and 15 NCS weekends
• $10 gift card promotion with purchase of at least two tickets
• Activation rights including VIP hospitality, venue branding and fan-zone presence
• Brand exposure via NASCAR broadcasts on USA Network, PRN and SiriusXM

Negative

• None.

Key Figures

Store count: more than 9,200 stores Distribution centers: 18 distribution centers Associates: more than 150,000 associates +5 more

8 metrics

Store count more than 9,200 stores Dollar Tree operations across U.S. and Canada

Distribution centers 18 distribution centers Supply network supporting Dollar Tree stores

Associates more than 150,000 associates Dollar Tree workforce in U.S. and Canada

Speedway properties 10 speedway properties Display activation and promotional rights

Race weekends 15 NASCAR Cup Series race weekends Official Value Retailer rights footprint

Ticket gift card $10 Dollar Tree gift card Offer with purchase of at least two tickets

Kids Sunday tickets $10 Ticket price for kids 12 and under on Sunday

Track length 1.058-mile oval New Hampshire Motor Speedway configuration

Market Reality Check

Price: $94.91 Vol: Volume 2,371,146 is below...

low vol

$94.91 Last Close

Volume Volume 2,371,146 is below the 20-day average of 3,553,891, suggesting muted pre-news trading interest. low

Technical Shares at $94.77 are trading below the 200-day MA of $111.27 and well under the 52-week high of $142.40.

Peers on Argus

DLTR was down 2.51% with key peers also softer: DG -1.8%, TGT -0.71%, OLLI -1.04...

DLTR was down 2.51% with key peers also softer: DG -1.8%, TGT -0.71%, OLLI -1.04%, while BJ slipped -0.21% and PSMT gained 0.8%, pointing to a mix of stock-specific and broader retail pressure.

Historical Context

5 past events · Latest: Mar 16 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Mar 16	Earnings results	Positive	+5.3%	Q4 and full-year 2025 results with higher sales and EPS guidance.
Feb 23	Earnings call notice	Neutral	+1.0%	Announcement of date and time for Q4 2025 earnings call.
Jan 28	Philanthropy initiative	Positive	-2.3%	Commitment of $1.5M to expand No Kid Hungry’s Mayors Alliance.
Dec 09	Partnership expansion	Positive	-0.5%	Purchase of a third Transitional Home for Veterans with Operation Homefront.
Dec 03	Earnings results	Positive	+3.6%	Q3 2025 results with higher sales, margins, and raised full-year outlook.

Pattern Detected

Recent earnings releases with solid growth metrics saw positive share reactions, while philanthropic and partnership news have sometimes coincided with modest declines.

Recent Company History

Over the past several months, Dollar Tree has highlighted strong operating performance and brand-building initiatives. Q3 and Q4 fiscal 2025 results showed net sales rising to $4.7B and $5.45B respectively, with full-year 2025 net sales of $19.4B and diluted EPS of $5.94. The company opened 402 new stores and converted many to new formats. Separately, community partnerships, such as a $1.5M No Kid Hungry commitment and expanded Operation Homefront support, have not always produced positive next-day price moves, similar to today’s marketing-focused NASCAR sponsorship news.

Market Pulse Summary

This announcement highlights Dollar Tree’s push to deepen national brand awareness by becoming entit...

Analysis

This announcement highlights Dollar Tree’s push to deepen national brand awareness by becoming entitlement sponsor of the Dollar Tree 301 and Official Value Retailer of Speedway Motorsports across 10 properties and 15 NASCAR Cup Series weekends. It builds on prior community and partnership efforts seen in recent news. Investors may watch how this exposure complements the company’s growth profile, including its network of more than 9,200 stores and strong recent sales trends.

Key Terms

nascar cup series, official value retailer, vip hospitality, grand marshal, +3 more

7 terms

nascar cup series technical

"The Dollar Tree 301, the penultimate race of the NASCAR Cup Series regular season"

The NASCAR Cup Series is the top level of professional stock car racing in the United States, composed of a season-long schedule of races where drivers and teams compete for race wins and an overall championship. It matters to investors because the series generates revenue and brand exposure through ticket sales, broadcast and streaming rights, sponsorships, and merchandise — functioning like a national advertising stage that can materially affect the sales, marketing value, and public profile of companies tied to it.

official value retailer financial

"named Official Value Retailer of Speedway Motorsports"

A retail business that sells authentic, brand-name goods at lower-than-typical prices, often by buying excess stock, past-season items, or direct factory surplus and passing savings to customers. Think of it like a factory outlet or discount store that guarantees the products are genuine but offered for less; investors care because these retailers can attract steady shopper traffic, operate on thinner margins, and be sensitive to inventory sourcing and brand relationships, which affect sales growth and profitability.

vip hospitality technical

"Dollar Tree will activate through a series of NHMS assets, including VIP hospitality"

VIP hospitality is the set of premium services and exclusive perks offered to important guests at events—such as private seating, dedicated lounges, concierge service, and backstage or networking access—designed to create a high-touch experience. For investors, it matters because these offerings can drive higher ticket and sponsorship revenue, strengthen customer and partner relationships, and enhance a brand’s perceived value much like first-class travel raises an airline’s revenue per passenger.

grand marshal technical

"the opportunity to name the Grand Marshal and Honorary Starter for the race"

A grand marshal is the ceremonial leader chosen to preside over a public parade or major community event, similar to the person who leads a procession and sets the tone for the occasion. For investors, the choice signals a company’s public-relations and community-engagement priorities—think of it as a spotlight that can boost brand visibility, goodwill and local reputation, which may influence customer perception and indirect business value.

honorary starter technical

"the opportunity to name the Grand Marshal and Honorary Starter for the race"

An honorary starter is a guest given a ceremonial role to begin a public event—such as ringing an exchange bell, cutting a ribbon, or pressing a button—without carrying operational responsibility. For investors, this matters as a publicity signal: the choice of an honorary starter can draw media attention, indicate partnerships or community ties, and shape perception of a company’s brand even though it does not directly affect business performance or financial results.

nascar craftsman truck series technical

"preceded on Doubleheader Saturday by the Team EJP 175 NASCAR CRAFTSMAN Truck Series (NCTS) race"

A national stock car racing circuit featuring pickup truck-style vehicles, the NASCAR Craftsman Truck Series is a professional motorsport competition that draws live audiences, TV viewers and corporate sponsors. For investors, it matters because the series creates marketing exposure, drives merchandise and ticket sales, and can influence automotive and consumer brands’ revenue—think of it as a traveling billboard and product testbed that can boost brand recognition and sales like a high-profile advertising campaign on wheels.

nascar whelen modified tour technical

"and the Mohegan Sun 100 NASCAR Whelen Modified Tour (NWMT) race"

nascar whelen modified tour is a professional auto racing series featuring heavily altered, vintage-style stock cars that compete on short tracks and ovals under the NASCAR sanction. For investors, it matters because the series creates marketing and sponsorship opportunities, drives event-related revenue and local economic activity, and can act like a live advertising platform—similar to a traveling trade show—where brand exposure, hospitality sales, and fan engagement can affect a sponsor’s sales and public profile.

AI-generated analysis. Not financial advice.

• The Dollar Tree 301, the penultimate race of the NASCAR Cup Series regular season, will take place at New Hampshire Motor Speedway (NHMS) on Sunday, Aug. 23.
• Dollar Tree's partnership extends beyond NHMS, as the company has been named Official Value Retailer of Speedway Motorsports with display activation and promotional rights across 10 speedway properties and 15 NASCAR Cup Series race weekends.
• One of North America's largest and most-loved value retailers, Dollar Tree operates more than 9,200 stores and 18 distribution centers with more than 150,000 associates across the United States and Canada.

LOUDON, N.H., May 3, 2026 /PRNewswire/ -- Speedway Motorsports and Dollar Tree officials announced today the value retailer has been named entitlement sponsor of the NASCAR Cup Series (NCS) race at New Hampshire Motor Speedway (NHMS) and Official Value Retailer of Speedway Motorsports.

The Dollar Tree 301 will take place at 3 p.m. on Sunday, Aug. 23 at NHMS. As the only annual NCS race in New England, the Dollar Tree 301 at "The Magic Mile" will be broadcast worldwide on USA Network, PRN and SiriusXM NASCAR Radio.

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"NASCAR fans are some of the most passionate consumers in sports, and partnering with Speedway Motorsports provides a powerful opportunity to connect with them in a meaningful way," said Mike Creedon, Chief Executive Officer, Dollar Tree. "We see this partnership and our race entitlement at New Hampshire Motor Speedway as an invitation for fans to experience the value, convenience and discovery that only Dollar Tree can offer. Just as the sport thrives on teamwork and dedication to deliver for its fans, our more than 150,000 associates across the country share that same drive to deliver excellence every day for our customers."

In addition to adding their name to New England's only NCS race, Dollar Tree has branded the "More Fun. More Value" pages across all track websites in the Speedway Motorsports family as well as a ticket offer that includes a $10 Dollar Tree gift card with a purchase of at least two tickets. Dollar Tree will activate in Speedway Motorsports Fan Zones with feature appearances from NCS drivers Erik Jones and John Hunter Nemechek of LEGACY MOTOR CLUB.

"We're thrilled to put Dollar Tree's name on our NASCAR Cup Series race," said New Hampshire Motor Speedway Executive Vice President and General Manager David McGrath. "Attending a NASCAR race at New Hampshire Motor Speedway is the best value in pro sports, and our team strives to provide a top-notch experience with convenient options for race fans to make memories without breaking the bank. We can't think of a better partner than Dollar Tree to join us in that mission. We look forward to welcoming veteran race fans to the Dollar Tree 301 as well as those discovering NASCAR for the first time – they're sure to be race fans by the time that checkered flag waves."

Through the partnership, Dollar Tree will activate through a series of NHMS assets, including VIP hospitality throughout race weekend for customers, vendors and associates, venue signage and branding, the opportunity to name the Grand Marshal and Honorary Starter for the race and exclusive promotional rights.

Dollar Tree has proven to be a true supporter of the sport, also serving as a partner of LEGACY MOTOR CLUB, which is owned by seven-time NCS champion, Hall of Famer and three-time NHMS winner Jimmie Johnson. As a primary partner, Dollar Tree anchors select race weekends with high-impact paint schemes on cars for both Jones and Nemechek, extending its brand from the track to fans nationwide.

"This partnership reflects the momentum we're building with Dollar Tree," said Johnson. "Dollar Tree stepping into an entitlement role at New Hampshire Motor Speedway with Speedway Motorsports speaks to their belief in the sport and the fans – they are committed. Dollar Tree has been an incredible partner to LEGACY MOTOR CLUB with their full sponsorship of the Nos. 42 and 43 – they want to be in our sport long term, and I'm honored to be in business with them."

This summer's Dollar Tree 301 will be the 55^th NCS race at the flat 1.058-mile oval and one of three NASCAR races at "The Magic Mile" from Aug. 21-23. A critical stop on the schedule, the Dollar Tree 301 will be one of the final chances for drivers to earn enough points to secure a spot in The Chase. It will be preceded on Doubleheader Saturday by the Team EJP 175 NASCAR CRAFTSMAN Truck Series (NCTS) race (1:30 p.m.) and the Mohegan Sun 100 NASCAR Whelen Modified Tour (NWMT) race (4:30 p.m.).

Tickets:
For tickets and camping for New England's only NCS weekend, featuring the Dollar Tree 301 NCS race, Team EJP 175 NCTS race, Mohegan Sun 100 NWMT race and SIG SAUER Academy Dirt Duels, fans should visit NHMS.com or call 833-4LOUDON. Tickets for kids 12 and under are just $10 on Sunday, free on Doubleheader Saturday and start at $10 on Friday.

Follow Us:
Keep track of all of New Hampshire Motor Speedway's events by following on Facebook (@NHMotorSpeedway), X (@NHMS) and Instagram (@NHMS). Keep up with all the latest information on the speedway website (NHMS.com) and mobile app.

About Dollar Tree, Inc.
Dollar Tree, Inc. (NASDAQ: DLTR), headquartered in Chesapeake, Va., is one of North America's largest and most-loved value retailers, known for delivering great value, convenience and a "thrill-of-the-hunt" discovery shopping experience. With a team of approximately 150,000 associates, Dollar Tree operates more than 9,200 stores and 18 distribution centers across 48 contiguous states and seven Canadian provinces under the brands Dollar Tree and Dollar Tree Canada. The company is committed to being a responsible steward of its business – supporting its people, serving its communities and creating lasting value. Additional information about Dollar Tree can be found at www.DollarTree.com.

View original content to download multimedia:https://www.prnewswire.com/news-releases/dollar-tree-named-entitlement-sponsor-for-new-englands-only-nascar-cup-series-race-302760427.html

SOURCE SMISC Holdings, LLC

FAQ

What is Dollar Tree's role at New Hampshire Motor Speedway for the Aug. 23, 2026 Dollar Tree 301 (DLTR)?

Dollar Tree is the entitlement sponsor of the Dollar Tree 301 NCS race on Aug. 23, 2026. According to the company, the sponsorship includes venue branding, VIP hospitality, and naming opportunities for Grand Marshal and Honorary Starter.

How far does Dollar Tree's Speedway Motorsports partnership extend for DLTR promotions in 2026?

Dollar Tree is named Official Value Retailer across 10 speedway properties and 15 NASCAR Cup Series weekends. According to the company, this includes branded web pages, display rights and fan-zone activations.

What ticket promotion is Dollar Tree offering for the NHMS Dollar Tree 301 (DLTR)?

Buy at least two tickets and receive a $10 Dollar Tree gift card as part of a ticket offer. According to the company, the promotion applies to ticket purchases tied to the NHMS event weekend.

Which drivers and teams will Dollar Tree activate with during the 2026 race weekend (DLTR)?

Dollar Tree will feature appearances from NASCAR Cup drivers Erik Jones and John Hunter Nemechek of Legacy Motor Club. According to the company, Dollar Tree is a primary partner of Legacy Motor Club and sponsors Nos. 42 and 43 cars.

When and where will the Dollar Tree 301 (DLTR) be broadcast live?

The Dollar Tree 301 at NHMS will air on USA Network, PRN and SiriusXM NASCAR Radio. According to the company, the race begins at 3 p.m. on Sunday, Aug. 23, 2026, and is the only annual NCS race in New England.

How large is Dollar Tree's retail footprint supporting the DLTR sponsorship?

Dollar Tree operates more than 9,200 stores and 18 distribution centers with over 150,000 associates in the U.S. and Canada. According to the company, this scale supports nationwide promotional activations tied to the sponsorship.