Sam's Club and Andretti Go Full Throttle on a New Sponsorship Model

INDIANAPOLIS, IN – April 24, 2026 – Andretti Global announced today a significant expansion of its partnership with Sam's Club, signaling a strategic shift in how major consumer brands are engaging with the world of motorsports. The membership retail giant will become the primary sponsor for Kyle Kirkwood’s No. 27 Sam's Club Honda for the entire 2026 NTT INDYCAR Series season, a collaboration that kicks off on the sport's biggest stage: the 110th Running of the Indianapolis 500.

This multi-race commitment represents a major evolution from the partners' successful single-race collaboration in 2025. More than just a logo on a race car, the partnership is a cornerstone of Sam's Club's innovative marketing strategy, designed to merge the thrill of the racetrack with the aisles of its retail clubs, creating a new kind of fan and member experience.

Beyond the Checkered Flag: A New Model for Retail Engagement

At the heart of this expanded alliance is Sam's Club's Member Access Platform (MAP), a sophisticated advertising business that is redefining the boundaries of retail media. Moving beyond simple digital ads, MAP is focused on creating what the company calls "Omni Experiences"—fully integrated campaigns that blend physical, digital, and experiential touchpoints to connect with consumers in more meaningful ways.

The Andretti Global partnership is a prime example of this strategy in action. The collaboration serves as a high-octane platform to bring the Sam's Club brand to life, transforming cultural moments like race day into measurable, member-first interactions. This "Retail Experience Network" model leverages the excitement of INDYCAR to create immersive activations that extend far beyond the track and directly into its club locations and surrounding communities.

"We're excited to build on the momentum from our first year with Andretti Global and take this collaboration further in 2026," said Harvey Ma, VP and GM of Sam's Club Member Access Platform. "INDYCAR is a powerful platform to connect with fans and members in high-energy, authentic ways. At MAP, expanding our Omni Experiences, bringing race day beyond the track and into our clubs and communities nationwide, and creating more memorable moments for members and measurable impact for brands."

This approach allows Sam's Club to act as an orchestrator, creating a powerful marketing ecosystem where its supplier brands can also participate, gaining exposure through trackside events, in-club product demonstrations, and digital content tied to the racing program.

Building on a Proven Blueprint

The decision to go full-season with Andretti Global was not a leap of faith but a calculated move based on proven results. The partnership was first tested in August 2025, when Sam's Club sponsored Kirkwood's car for the season finale in Nashville. That initial foray was built around the "Race to the Club" initiative, an event series that brought the high-energy atmosphere of INDYCAR directly to members.

Sam's Club locations in the Nashville area hosted events featuring show cars, racing simulators, and personal appearances by Kyle Kirkwood. The initiative was designed to turn passive race fans into active participants and shoppers. The results were telling: the campaign generated a remarkable 24% sales lift for featured items, according to the company, and attracted an average of 40% new buyers to those product categories. This tangible return on investment provided a clear business case for deepening the relationship with Andretti and the INDYCAR series.

"Having Sam's Club return with an expanded presence in our INDYCAR program this season reflects the momentum not only behind Andretti Global, but the series as a whole," stated Jill Gregory, President of Andretti Global. "Collaborations like this extend far beyond racing. They serve as strategic platforms for leading consumer brands to connect with fans in meaningful ways, show up differently in the market and drive new customer growth."

Kirkwood at the Helm

Central to the partnership's success is driver Kyle Kirkwood, whose on-track performance and off-track marketability make him an ideal ambassador. The 2026 season marks Kirkwood's fifth year in the NTT INDYCAR Series, and his career is on a steep upward trajectory. After a breakout 2025 season that saw him capture three victories, including his first on an oval, he finished an impressive fourth in the championship standings.

Having recently signed a multiyear contract extension with Andretti Global, Kirkwood represents both stability and stardom for the team and its partners. His six career INDYCAR wins and growing fan base make him one of the sport's most valuable young talents.

"I'm really excited to have Sam's Club back with us this season," Kirkwood said. "It was a great experience having them on board for the race in Nashville last year, so I'm happy to see them return. It's truly special to have them involved for the Indy 500, our most significant race of the year, and through the remainder of the season. Sam's Club is a household name, so it's an honor to have them on the No. 27 Sam's Club Honda."

A Rising Tide for INDYCAR

The expanded Andretti-Sam's Club deal is indicative of a larger trend: the growing commercial appeal of the NTT INDYCAR Series. In an increasingly fragmented media landscape, live sports offer a rare opportunity for brands to capture a large, engaged, and passionate audience. Major corporations are recognizing INDYCAR as a valuable platform not just for brand awareness, but for deep, data-driven customer engagement.

This partnership serves as a powerful case study for modern sports marketing. It demonstrates a move away from passive sponsorship toward active, integrated partnerships that deliver measurable business outcomes. By leveraging its first-party member data, Sam's Club can track the customer journey from a trackside activation to an in-club purchase, demonstrating a clear return on its marketing investment.

As teams and sponsors prepare for the Month of May, this collaboration sets a new benchmark. Fans will get their first look at the new livery when Kirkwood and the No. 27 Sam's Club Honda hit the track for the Indianapolis Motor Speedway Open Test on April 28-29, which will be livestreamed on the series' YouTube channel.