There’s something fitting about Dollywood—a place built on storytelling, family memories and chasing dreams—finding a new stage on the high-speed circuits of the ARCA Menards Series East. For the remainder of the 2026 season, Dollywood Parks & Resorts is bringing its signature butterfly logo and Smoky Mountain spirit to the track, sponsoring 17-year-old driver Quinn Davis and her No. 85 Ford.

The partnership debuted at Nashville Fairgrounds Speedway, marking the start of a collaboration that blends two very different—but surprisingly aligned—worlds: theme parks and motorsports. At its core, it’s about storytelling, identity and emotional connection.

Quinn Davis Brings a Personal Connection to the Partnership

For Davis, this isn’t just a sponsorship—it’s personal. Originally from Arizona, she moved to Tennessee to pursue a NASCAR career, but her connection to Dollywood runs deeper than geography. It’s rooted in the kind of experiences the park has built its reputation on: family, nostalgia and moments that stick with you long after the day ends.

That emotional tie becomes part of her story every time she straps into the car. In a sport where branding is everywhere, authenticity still cuts through—and Davis brings that in a way few sponsorships can replicate.

A Strategic Brand Fit for Dollywood

Under the leadership of Eugene Naughton, Dollywood Parks & Resorts has leaned into storytelling as a defining brand strategy. This move extends that philosophy beyond the Smoky Mountains and into a national spotlight.

The Dollywood butterfly logo—and branding tied to its 2026 marquee attraction, NightFlight Expedition—now rides along on Davis’ No. 85 Ford, offering visibility in a completely different arena. It’s not just about exposure; it’s about association. Racing embodies speed, ambition and perseverance—qualities that align seamlessly with Dollywood’s guest promise of inspiration and escape.

It’s also not the park’s first lap in motorsports. The brand previously appeared on Tyler Reddick’s Xfinity Series car in 2019 at Bristol Motor Speedway, signaling an ongoing interest in the crossover between entertainment and racing audiences.

A Unique Team Dynamic

Davis competes for City Garage Motorsports, a family-owned operation launched in 2024 and based in Florida. Notably, the team fields an all-female driver lineup in 2026—adding another layer of significance to the partnership.

In an industry still working toward broader representation, that detail matters. It positions both the team and Dollywood as part of a larger cultural shift, one that reflects changing audiences and evolving expectations.

Where Fans Can See the Dollywood Car in 2026

Fans looking to see the Dollywood-branded No. 85 Ford in action will have several opportunities throughout the season, with races scheduled at tracks across the Midwest and Southeast—including stops in Ohio, Indiana, Michigan, Iowa and Tennessee.

The season culminates with a return to Bristol, a fitting stage given Dollywood’s Appalachian roots and the track’s status as one of racing’s most iconic venues.

Why This Matters Beyond the Track

This partnership is more than a marketing play—it’s a case study in how destination brands can extend their reach without losing their identity. By aligning with a driver whose story mirrors its own brand values, Dollywood reinforces what it stands for: creating moments that inspire people to dream bigger.

And in doing so, it turns a stock car into something more than just a vehicle for speed. It becomes a moving billboard for memory-making, ambition and the idea that sometimes, the road to your dreams starts with a day at a theme park.

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(Photos courtesy Dollywood Parks & Resorts)