Save Mart Celebrates 34 Years as Title Sponsor of Sonoma NASCAR Weekend
The Save Mart Companies celebrated more than three decades of motorsports sponsorship during the recent Toyota/Save Mart 350 NASCAR weekend at Sonoma Raceway, marking the 34th consecutive year the grocery retailer has served as title sponsor of one of the sport’s longest-running corporate partnerships.
The annual race weekend featured both the Toyota/Save Mart 350 NASCAR Cup Series race and the Pit Boss/FoodMaxx 250, while providing opportunities to recognize employees, engage shoppers and celebrate an important milestone for one of the company’s retail banners.
“The rich history of Sonoma Raceway, the Toyota/Save Mart 350, and The Save Mart Companies has been bonded for more than three decades in a partnership that brings our shoppers and team members the excitement you can only find at the track,” said Jim Perkins, president and CEO of The Save Mart Companies. “This was a time to celebrate our team members—alongside their families—for all the hard work they contribute to the organization, and to welcome them to the tradition and energy of Sonoma.”
A highlight of the weekend was the recognition of three outstanding store managers through The Save Mart Companies’ prestigious Piccinini-Tocco Award program. This year’s honorees included Kristy Picquette, store manager of the Save Mart location in Reedley; Ed Etienne, store manager of Lucky in San Jose; and Noah Clodfelter, store manager of FoodMaxx in Fresno.
Each manager participated in a unique race-day experience.
Clodfelter waved the green flag to begin Saturday’s Pit Boss/FoodMaxx 250, Etienne rode in the official pace car prior to Sunday’s Toyota/Save Mart 350, and Picquette served as honorary starter for Sunday’s NASCAR Cup Series race by waving the green flag.
The recognition reflects the company’s continued emphasis on celebrating associates who demonstrate exceptional leadership and customer service throughout its store network.
This year’s NASCAR weekend also served as the kickoff to another milestone for the company. FoodMaxx, the warehouse-style grocery banner operated by The Save Mart Companies, will celebrate its 40th anniversary later this year. The Pit Boss/FoodMaxx 250 title sponsorship provided an opportunity to recognize four decades of serving value-oriented shoppers across California while increasing visibility for the brand during one of Northern California’s premier sporting events.
Beyond the racing action, The Save Mart Companies created a strong presence throughout the fan experience. The retailer’s annual Breaking Zone activation in the Sonoma Raceway Fan Zone featured interactive games, racing simulators, photo opportunities, charging stations and a historical exhibit highlighting the company’s long partnership with Sonoma Raceway and its grocery banners, including Save Mart, Lucky and FoodMaxx.
The event underscores how retailers continue to use major sporting partnerships to strengthen customer engagement while recognizing employees and building brand loyalty. For The Save Mart Companies, the Sonoma Raceway partnership has evolved beyond traditional sponsorship into a signature annual event that celebrates both its customers and store teams.
As one of the longest-running title sponsorships in NASCAR, the relationship between The Save Mart Companies and Sonoma Raceway continues to demonstrate the value of long-term community partnerships. After 34 years, the annual race weekend remains an important platform for connecting the retailer’s brands with shoppers while honoring the associates who help drive the company’s success throughout California.
