Josh Bilicki, Nascar Chevy driver in the Xfinity and Cup Series, got a taste of being a rep for Sargento Foods when he rammed into its billboard and toted it around Road America a few weeks back. The company was so pleased with Bilicki’s impromptu advertising gig that it ponied up to sponsor him for real later this August.
The sponsorship agreement is a match made in, well, Wisconsin. Sargento, famous for its cheeses, is based out of the midwestern state, and served as the Official Cheese partner (yes, that’s a thing) at Road America, which is located in Elkhart Lake, Wisconsin. Bilicki, meanwhile, is a Wisconsin native, and is excited to carry the colors of a company based in his home state.
Bilicki splits his duties between several teams in the Xfinity Series, driving the No. 44 and the No. 45 Nascar Chevy race cars for Alpha Prime Racing. While the billboard incident occurred while he was behind the wheel of the No. 44 Camaro, the one-off Sargento sponsorship will be applied to the No. 45 Camaro at the upcoming race at Watkins Glen on August 20th.
“I am excited for this opportunity to partner with Sargento at Watkins Glen Raceway this August,” said Bilicki. “As a native Wisconsinite, I have enjoyed Sargento products for many years. I am a true believer that everything happens for a reason, including my recent run in with the Sargento sign. I am thankful to be welcomed into the Sargento family and to represent a Wisconsin-based company in my upcoming race.”
Louie Gentine, CEO of Sargento, said in a statement, “When we saw our sign on the front of [Bilicki’s] car, we had the same reaction as many others. We like to have fun, so we’re excited to partner with the Wisconsin native for this upcoming race [at Watkins Glen].”