A Tennessee Tradition: 25 Years of First Horizon & Bristol Speedway

BRISTOL, TN – March 19, 2026 – In the high-octane world of motorsports, where partnerships can be as fleeting as a lap around the track, a quarter-century of collaboration is a monumental achievement. This year, First Horizon Bank and Bristol Motor Speedway (BMS) are celebrating exactly that: 25 years of a partnership that has become a fixture at "The Last Great Colosseum," marking a significant milestone for two of Tennessee's most recognizable brands.

Since 2001, the Memphis-based financial institution has served as the "Official Bank of Bristol Motor Speedway," making it one of the longest-standing active sponsorships at the legendary venue. This anniversary is more than a date on a calendar; it represents a case study in the power of strategic alignment, community investment, and the deep-seated loyalty that defines the NASCAR fan base.

The Blueprint for an Enduring Alliance

Long-term sponsorships in sports marketing are not built on luck, but on a foundation of mutual benefit and shared values. The relationship between First Horizon and BMS is a prime example. For the bank, the partnership provides an unparalleled platform to connect with a passionate and remarkably loyal consumer base. Research consistently shows that NASCAR fans are among the most brand-loyal in all of sports, with studies indicating they are three times more likely to purchase products from companies that sponsor the sport. This isn't just passive viewership; it's active support for the brands that invest in their passion.

This deep connection is a cornerstone of the bank's strategy. "We take great pride in our 25-year relationship with the NASCAR racing legacy that is Bristol Motor Speedway," said Greg Perdue, Tri-Cities Market President for First Horizon. "Marking this key sponsorship milestone as the 'Official Bank of Bristol Motor Speedway' aligns with our commitment to investing in places that give people great experiences and serving our communities in unique ways that help grow our brand."

This sentiment is echoed by the speedway's leadership, who view the partnership as more than a business transaction. "At Bristol, the best partnerships feel like family traditions and First Horizon has earned that place here," said Jerry Caldwell, President and General Manager of Bristol Motor Speedway. "This 25th anniversary is a big moment for two Tennessee brands, and our shared values keep us moving forward together with the same focus on growth, service and community." This alignment on core principles of community and service has been the engine driving the partnership's longevity through dynamic economic cycles and shifts in the marketing landscape.

More Than a Logo: Engaging the Fan Base

Effective sports sponsorships today go far beyond simple logo placement. While visibility is crucial, true success lies in integrating a brand into the fan experience in meaningful ways. First Horizon has mastered this art at Bristol. Race fans attending events at the iconic 0.533-mile concrete oval will find the bank's brand woven into the very fabric of the campus.

The First Horizon name is visible at strategic points inside the world-famous oval, on the Entrance 3 Dragway marquee sign, and on the Elevator E tower near the high-traffic Gates 6 and 7. This consistent presence reinforces brand recognition with every visit. However, the most tangible benefit for many fans comes from a simple, practical service: a convenient ATM located in the track's North Lot, right at BMS Entrance #1 near the famous "It's Bristol, Baby" monument.

In an environment where cash can still be king for concessions and merchandise, this amenity is a direct enhancement to the fan experience. It’s a small but significant touch that demonstrates the bank understands the needs of attendees and is there to provide a solution. This type of practical integration fosters a positive perception that transcends advertising. It positions First Horizon not just as a sponsor, but as a helpful part of the race weekend, building trust and goodwill that can translate into lasting customer loyalty long after the checkered flag has waved.

A Tennessee Two-Step: Fueling Regional Growth

The significance of this 25-year alliance is magnified by its deep Tennessee roots. First Horizon, headquartered in Memphis with $83.9 billion in assets, is a leading regional financial services company operating across 12 southern states. Bristol Motor Speedway, nestled in the mountains of Northeast Tennessee, is not only a global sports icon but also a powerful economic engine for the Tri-Cities region and beyond.

The partnership represents a powerful synergy: a major Tennessee-based bank investing in a major Tennessee-based entertainment destination. This "Tennessee Two-Step" creates a cycle of regional support and growth. The speedway draws hundreds of thousands of visitors annually for its NASCAR weekends, concerts, and other unique events, from record-breaking college football games to Major League Baseball showcases. This influx of tourism generates substantial revenue for local hotels, restaurants, and businesses, supporting countless jobs in the region.

First Horizon's long-term financial commitment helps ensure the speedway can continue to operate, innovate, and attract these world-class events. In turn, the sponsorship solidifies the bank’s identity as a community-focused institution dedicated to the prosperity of the areas it serves. It’s a visible demonstration of its mission to help "clients, communities and associates unlock their full potential," reinforcing its brand promise in a highly visible and resonant way within its home state.

A Quarter-Century of Laps and Loyalty

In an industry where sponsorships can change with the seasons, a 25-year partnership is a testament to a model that works. The First Horizon and Bristol Motor Speedway relationship has thrived because it is built on more than just exposure; it is built on shared identity, mutual respect, and a consistent focus on serving the community, whether that community is made up of banking clients or race fans.

This enduring alliance has allowed the bank to become part of the tradition of a Bristol race weekend, an authentic connection that new sponsors spend millions trying to replicate. For the speedway, it provides the stability needed to plan for the future and continue delivering the unforgettable experiences that have earned it the title of "The Last Great Colosseum." As both organizations look ahead, their shared history provides a powerful foundation, demonstrating that the most successful partnerships in business, as in racing, are those built for the long haul.