Food Celeb Guy Fieri Makes Surprising Move To NASCAR

NORTHERN CALIFORIA — Guy Fieri is shifting gears from high-calorie diner counters to high-performance Nascar race cars.

Fieri, instantly recognizable for his spiky bleach-blond hair, is best known for hosting Food Network's "Diners, Drive-Ins and Dives" and "Guy's Grocery Games."

The Emmy Award-winning food television host, restaurateur, and entrepreneur is claiming a stake in NASCAR.

Specifically, Fieri will be joining the Legacy Motor Club as a strategic owner charged with helping Nascar grow its brand through racing, food, entertainment, and fan engagement.

In Legacy Motor Club's case, the title suggests that Guy Fieri will play an active role in helping the organization grow its business and brand rather than simply holding an ownership stake.

Fieri said the partnership reflects his longtime enthusiasm for motorsports and the team's vision for reaching fans in new ways.

"Motorsports and race cars have always had that raw energy I love — the people, the passion, the culture, the speed," Fieri said in a statement released by the NASCAR racing organization.

"Legacy Motor Club is building something different, and I wanted to be part of it. This is about more than racing — it's about creating a brand that connects with fans everywhere, from the track to the table," he said.

According to Legacy Motor Club, Fieri's role will extend beyond ownership. The organization said he will help develop collaborative content, lead fan engagement initiatives, and create licensed merchandise that blends racing, food, and lifestyle culture.

Co-owner and seven-time NASCAR Cup Series champion Jimmie Johnson said Fieri's ability to connect with audiences makes him a natural addition to the ownership group.

"Guy has built an incredible brand by being authentic and connecting with people in a real way," Johnson said in the team's news release. "That's at the heart of what we're building here. We want Legacy to reach far beyond race day, and Guy's creativity, energy, and perspective are exactly what this ownership group is about."

Legacy Motor Club fields NASCAR Cup Series teams for drivers John Hunter Nemechek and Erik Jones. The organization also includes CEO Cal Wells III, President Michael Guttilla, and Johnson among its leadership.

Fieri becomes the latest nationally recognized entertainer to invest in the organization. In March, Legacy Motor Club announced that country music star Darius Rucker had joined the team as an investor and would collaborate on projects designed to increase fan engagement, according to reports.

Fieri also has longstanding ties to North Carolina. His wife is from the state, and he has featured several Charlotte restaurants on "Diners, Drive-Ins and Dives," according to reports.