Look out for the Duck Commander 500 this April. The Texas Motor Speedway announced this week that it had picked up CEO Willie Robertson's company as its title sponsor for the April 6 Sprint Cup race.
As part of the three-year deal, the Robertson family will also be highly visible at the race. According to Sporting News, Phil, Uncle Si, the "bearded brothers" and their wives and children could potentially serve as race grand marshals and will likely make appearances throughout the weekend.
In addition to the in-person attendance of the cast, "Duck Dynasty" merchandise based off the A&E show will be available for sale and on display. The concession menu will also bear the reality television show's influence, selling Uncle Si's Tea and offering dining options from Duck Commander Family Foods.
Texas Motor Speedway president Eddie Gossage suggested that the partnership could draw in new fans to NASAR.
"This is perhaps the most unique sponsorship in professional sports because not only does this come with special branding, it comes with celebrity spokespeople that are followed by tens of millions of people every week. Fans will see members of the Robertson Family and cast of Duck Dynasty and all the rest during Duck Commander 500 week," said Gossage.
"The marriage is perfect," he added.
Robertson announced the news on his Twitter account with a photo of him pointing to cowboy boots bearing a NASCAR symbol.
"Look what we just bought. We've got ourselves a race!" he tweeted.
Robertson has explained that his family has long been NASCAR fans.
"We're excited about the partnership for the Duck Commander 500, being aligned with NASCAR, and to have our brand associated with an event of this magnitude. We are all big fans of NASCAR and have been all our lives. It's especially exciting to see our brand join to make it an awesome experience for the fan base and we can't think of a better place than our neighbor at the Texas Motor Speedway," he said.
This is not the first year that the Texas 500 has gained publicity for its sponsor. Last year, the National Rifle Association was the lead sponsor for the race.
The Duck Commander company was founded by Willie's father, Phil Robertson in West Monroe, La., in 1972.
The fifth season of "Duck Dynasty" plays on A&E on Wednesday nights.