Through a video announcement today, JR Motorsports team owner Dale Earnhardt Jr. detailed a collective partnership with Bass Pro Shops, TrueTimber and Black Rifle Coffee Company that showcases all three brands aboard Noah Gragson‘s No. 9 entry in the NASCAR Xfinity Series for select races in 2020. The partnership kicks off this weekend at Daytona International Speedway (Feb. 15) and continues in races at Las Vegas Motor Speedway (Feb. 22) and Charlotte Motor Speedway (May 23).

While the Bass Pro Shops and TrueTimber brands are familiar, Black Rifle Coffee Company makes its JRM debut. Based in Salt Lake City, Black Rifle Coffee is a premium, small-batch, roast-to-order coffee company founded by a former Green Beret who has pledged to hire 10,000 veterans over the next six years. Learn more, including how to find Black Rifle Coffee retailers, by visiting their website here.

Watch the NXS season get underway on Saturday, Feb. 15 with the NASCAR Racing Experience 300 from Daytona International Speedway, which airs at 2:30 p.m. ET on FS

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