• Loading stock data...
Monday, October 13, 2025

Why Go Bowling Turned to NASCAR to Help Grow Interest in the Sport

Aric Almirola’s No. 10 Stewart-Haas Racing Ford will feature Go Bowling as a primary sponsor for the race at Watkins Glen International in August. The company has been with Almirola since his days with Richard Petty Motorsports and made the move to SHR along with him. Image from SHR.

Aric Almirola’s No. 10 Stewart-Haas Racing Ford will feature Go Bowling as a primary sponsor for the race at Watkins Glen International in August. The company has been with Almirola since his days with Richard Petty Motorsports and made the move to SHR along with him. (Image via SHR)

In the world of NASCAR, partnerships between teams and outside organizations are a key component to a race team’s success. From being a source of revenue to helping with marketing, when a team creates a healthy partnership with a business, both sides reap the benefits.

Veteran Monster Energy NASCAR Cup Series (MENCS) driver Aric Almirola has continued his partnership with Go Bowling this season, while the company has also partnered with his Stewart-Haas Racing his teammate, up-and-coming NASCAR XFINITY Series (NXS) competitor Cole Custer.

For Go Bowling, which operates more than 3,000 bowling centers across the United States, there is a draw of being associated with both a veteran driver and young, new talent. The company will be on Almirola’s No. 10 Ford for the Watkins Glen MENCS race and on Custer’s No. 00 machine for the NXS race at Richmond Raceway in September.

“Aric (Almirola) is a veteran in this sport and has won races at the Cup level,” said Stewart-Haas Racing VP of Sales and Marketing Mike Verlander. “He’s an elder statesman when it comes to pushing brand messages and is professional. Cole is younger and represents many different brands very well. It’s part of the reason we assembled a two-pronged program. He can speak to the future of bowling as a young guy and millennial, and we get to reach a whole different crowd through Aric.”

Go Bowling understands just how effective their partnerships in NASCAR have been.

Said John Harbuck, President of Strike Ten Entertainment, the centralized sponsorship activation arm of the entire bowling industry: “Our racing partnerships have proven to be very effective at reinforcing the bowling brand among consumers. This new endeavor with Stewart-Haas Racing and primary sponsorships of its teams during our two NASCAR race weekends at Watkins Glen and Richmond allows us to drive tremendous top-of-mind awareness for bowling by reaching a huge audience with similar demographics.”

This is not the first year that Go Bowling has been associated with Almirola. The company actually aligned with him prior to his move to Stewart-Haas before the 2018 season, but when Almirola went to SHR, Go Bowling followed.

“They’ve been a big fan of Aric’s,” said Verlander. “When Aric came to SHR, it sparked interest with them to come over and be a part of the program. Tony Stewart (team co-owner) has bowling lanes in his house. Not only can we push the message of Go Bowling, but Tony even believes in bowling so much so that he has lanes in his house to bowl in his free time.”

Verlander knows that the landscape of bowling has changed over the years, so the marketing strategy of Stewart-Haas has to cater to what people see bowling as today.

Bowling has changed from simply putting on shoes and bowling. Now, there’s food (many times it’s full-service) and arcade games often associated with bowling centers. There’s a big push to show everyone just how much you can do at a bowling center. For Stewart-Haas Racing, it’s about getting fans to the bowling center and also engaging their current partners.

Explained Verlander: “If you look at the marketing that makes NASCAR so different is that we can put different partnerships together. We work with Hunt Brothers Pizza, one of the largest quick-service pizza companies in the country. We also work with Anheuser Busch. When you think of bowling, beer and pizza go along with that. We’re making introductions there.”

Almirola’s SHR teammate, Cole Custer, will have Go Bowling on the hood of his No. 00 machine for the NASCAR XFINITY Series race at Richmond in September. The NXS race at Richmond is the Go Bowling 250. (Photo via Racing News.)

For both Almirola and Custer, there is activation planned around a specific race. Almirola’s car will feature Go Bowling as the primary sponsor for the August Watkins Glen event.

August 11, the Saturday following the Go Bowling at The Glen Monster Energy NASCAR Cup Series race, is National Bowling Day, so Almirola’s scheme will highlight that event.

Custer’s No. 00 Ford will feature Go Bowling on the hood for the Richmond race on September 21. Go Bowling will also serve as the race sponsor, as the race is the Go Bowling 250.

The Richmond race coincides with the Professional Women’s Bowling Tournament, which will be highlighted on Custer’s car.

“This partnership is so much bigger than us as a race team,” said Verlander. “It’s about the industry. The NASCAR fan is actually 18 percent more likely to bowl than the non-racing fan, and through this partnership, we’re developing NASCAR and bowling fans alike.”

As the two entities work together to engage both NASCAR and bowling fanatics, the future of the partnership certainly looks bright.

“Go Bowling wants to continue establishing equity with SHR and maintaining what they’ve done working with the No. 10 team,” stated Verlander. “Hopefully, in a few years, when people look at NASCAR, they know that Stewart-Haas and Aric Almirola were the ones who partnered with Go Bowling. It should be a conversation we’re able to have with people down the road.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Las Vegas Aces center A'ja Wilson (22) celebrates with her teammates after her last second shot to take the lead 90-88 against the Phoenix Mercury in Game 3 of the WNBA Finals at Mortgage Matchup Center in Phoenix on Oct. 8, 2025.
exclusive

Standoff Over WNBA’s Future Has Dominated Finals

CBA negotiations have stolen the spotlight from the Aces’ dominant performance.
Paul Cartier

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.

Featured Today

Nov 17, 2024; Pittsburgh, Pennsylvania, USA; Pittsburgh Steelers fans wave Terrible Towels against the Baltimore Ravens during the fourth quarter at Acrisure Stadium

Steelers’ Irish Roots Are Deeper Than NFL Dublin Game

The Steelers have history and the foundation for a future in Ireland.
FARMINGDALE, NY - SEPTEMBER 23: Rory McIlroy of Team Europe hits out of the rough on the first hole during the 2025 Ryder Cup at Bethpage State Park on Tuesday, September 23, 2025 in Farmingdale, New York.
September 25, 2025

Ryder Cup in New York: Record-Setting Hopes and Fan Concerns

Organizers anticipate record attendance and revenue, but worry remains about fan behavior.
FARMINGDALE, NY - SEPTEMBER 22: Cameron Young of Team USA hits his tee shot on the third hole during the 2025 Ryder Cup Practice Round at Bethpage State Park on Monday, September 22, 2025 in Farmingdale, New York.
September 23, 2025

U.S. Ryder Cup Players Will Be Paid. Not Everyone Is Pleased

Americans are receiving a $200,000 stipend, and not everyone is pleased.
Cheryl Reeve
September 21, 2025

How Cheryl Reeve Turned the Lynx Into the WNBA Gold Standard

Reeve has Minnesota six wins away from an unprecedented fifth WNBA title.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
exclusive
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.