Black Creek-based Daniel Defense got quite a bit of air on cable news shows a few years ago when owner Marty Daniel went on Fox News to claim the NFL wouldn’t let him run a TV ad on the Super Bowl.
Now, the firearms manufacturer is getting the growing company’s name out there in another way.
On a race car.
According to a release issued earlier this month by Richard Childress Racing, Daniel Defense will be a primary sponsor of the No. 3 car during XFINITY Series races in 2017 - that’s one step down from the NASCAR series itself.
Here’s the release from RCR Racing:
"Taking advantage of the annual SHOT Show in Las Vegas, Daniel Defense and Richard Childress Racing announced a partnership that will see the leading manufacturer of premium firearms, rail systems and accessories serve as the primary sponsor of the No. 3 NASCAR XFINITY Series team for select races during the 2017 season.
"‘Richard Childress is a proven winner and a staunch defender of our Second Amendment rights,
two things that are important to me personally and reflect the culture of Daniel Defense,’ said Daniel Defense President and CEO Marty Daniel. ‘Teaming up with Richard Childress Racing was a natural fit, and I’m sure it will open up many exciting opportunities for both Daniel Defense and RCR.’
"This is Daniel Defense’s first venture into NASCAR. The partnership came about after Daniel and Childress became friends through Childress’ involvement with the National Rifle Association.
"‘We’re pleased to welcome Daniel Defense to our family of partners at RCR," said Chairman and CEO, Richard Childress. ‘I’ve gotten to know the Daniel family over the past few years and am glad we could forge a partnership to help Daniel Defense grow its brand in the firearm industry.’
"The No. 3 Chevrolet Camaro will feature Daniel Defense’s signature black-and-gold logo and will be driven by Ty Dillon and other drivers yet to be announced for select XFINITY Series races," the release said.
Daniel Defense employees about 200 people and is currently in the middle of a $29 million expansion at its Interstate Commerce Centre facility in Black Creek near I-16.