Atlanta-based Popeyes Chicken & Biscuits announced February 22 that it has entered into a six-race NASCAR Busch Series primary sponsorship association with driver Rich Bickle and Bickle/Smith Motorsports.

“NASCAR is one of the most exciting and fastest growing properties in the world of sports and we are pleased to be partnering with Bickle-Smith Motorsports,” Jon Luther, President of Popeyes Chicken & Biscuits, said. “We feel that this program will allow us to attract a new segment of customers to the great taste of Popeyes and support our efforts to continue to grow the brand.”

Bickle, a ten-year NASCAR Winston Cup veteran, is excited about the association with Popeyes and its 1,400 restaurants worldwide.

“Thousands of fans at every NASCAR event pack chicken lunches to take into the track and we’d like nothing better than to have them make Popeyes Chicken their number one choice, both at the track and at home,” said Bickle. “I’m looking forward to working with Popeyes.”

The Popeyes sponsorship association will take the green flag on Tuesday, March 7, when the car will be unveiled at the Popeyes Business Support Center in Atlanta. The bright yellow no. 91 Popeyes Pontiac will make its on-track debut four days later in the Aaron’s 312 Busch Series event at Atlanta Motor Speedway.

“We’re going to have a number of Popeyes employees on hand for the launch and we’ll be visiting a number of Popeyes restaurants in the Atlanta area leading up to the race, said Bickle. There are a lot of great programs in place for the season and I can’t wait to get started.”

In addition to the Atlanta event, Bickle will pilot the Popeyes Pontiac in NBS events at Fort Worth (April 1), St. Louis (July 29), Richmond (September 8), Dover, Delaware (September 23) and Homestead, Florida (November 11). In each market, Popeyes will support its sponsorship of the car with restaurant appearances and marketing activities featuring Bickle and the no. 91 Popeyes Pontiac.