RFK Racing is Here

Roush Fenway Racing has unveiled a comprehensive rebranding effort to see the team’s official name change to Roush Fenway Keselowski Racing (going by RFK Racing). At a media luncheon on Tuesday at Charlotte Motor Speedway, the team announced a new branding strategy and all-new marks. A new organizational logo structure and a rebranding of the team’s renowned No. 6 symbol are part of the branding.

“This new chapter in our team’s history excites us,” stated team president Steve Newmark. “It’s been critical for our entire team to devote time and focus to this process in order to convey the proper message to are as an organization as we move forward.”

The team engaged the help of RARE Design, an award-winning marketing firm that has worked on rebranding for several major league stick and ball sports and the NASCAR league. Over 40 Roush Fenway personnel were interviewed by RARE, ranging from drivers, owners, board members, and executives to crew members and shop employees with tenures spanning from a few months to 35 years. Furthermore, the team’s first update to the No. 6 Cup motif in two decades signifies the team’s entry into a new era of prosperity and performance.

“What jumped out after all of the interviews and evaluations of our history was that our ownership group represents three basic pillars, each of which will contribute to our future success,” Newmark stated.

“The tradition and ingenuity of Jack Roush, the championship swagger of Fenway Sports Group, and Brad Keselowski’s enthusiasm for racing combine to form RFK Racing,” Newmark added. “As we build out the roadmap that will guide us into the future, these principles shape and drive the core of our team and the new brand.”

“Today’s launch is much more than a new logo,” Keselowski added. “It’s an acknowledgment of our history, a fresh commitment to our personnel, and a stake in the ground that says we’ll be operating top-tier NASCAR race teams for decades to come.” I’m ecstatic to be working with Jack Roush and John Henry on this new chapter.”

In 2022, RFK Racing will run two NASCAR Cup teams, with NASCAR driver and perennial Cup contender Brad Keselowski co-owning the team and piloting the No. 6 Ford Mustang. Chris Buescher is back in the driver’s seat of the No. 17 Ford, and veteran crew chief Matt McCall will lead Keselowski and the No. 6 Club. The team revealed this earlier this month.

In 2022, Scott Graves and Buescher will lead the No. 17 team. Buescher and Graves won the 2015 NASCAR Xfinity Series championship together. They have paired up again with five races left in the 2021 season, collecting three 12th-place finishes or better, including a pair of top 10s and a third-place result at the Charlotte ROVAL.