Corey Heim captured the Brickyard 400 in a dramatic finish, but the headlines were dominated by the name on his Toyota’s hood. Field & Stream, the storied outdoor publication, had secured its first major NASCAR sponsorship, turning the race into a showcase for the brand’s new direction.
The magazine’s ascent is tied closely to country music stars Morgan Wallen and Eric Church, who own Field & Stream alongside a consortium of outdoor enthusiasts. Their investment reflects a deliberate effort to bridge the gap between traditional hunting and fishing culture and the high‑octane world of stock car racing.
Fans of NASCAR have long identified with themes of tradition, family and the great outdoors, making the partnership a natural fit. The logo that adorned Heim’s winning car was more than a branding exercise; it was a statement that the sport’s audience shares the same values that have driven Field & Stream’s readership for decades.
Heim is not a lone driver in this story. He competes for the 23XI race team, co‑owned by former driver Denny Hamlin and basketball legend Michael Jordan. The team’s structure has provided a platform for emerging talent while reinforcing the connection between racing and its broader community.
The partnership’s momentum extends beyond a single race. Field & Stream has announced that it will return as the primary sponsor for the October event at Charlotte, signaling a long‑term commitment. At the same time, the magazine has revived limited print editions, supplementing its digital presence with a tactile experience for loyal readers.
The brand’s reach also spilled into the Indy 500 arena earlier this year, where Morgan Wallen’s temporary satellite radio station, Morgan Wallen Radio, received sponsorship from Sirius XM and appeared on Felix Rosenqvist’s winning car. The crossover illustrates how the brand’s influence is expanding across multiple motorsport platforms.