Race to the Club: Where the Thrill of INDYCAR Meets the Power of Retail Experiences

Key Insights

• By bringing INDYCAR into its clubs — and Sam’s Club onto the INDYCAR track — the brand is redefining retail media through immersive, community-driven experiences that turn impressions into impact.
• Race to the Club showed how Sam’s Club MAP can harness the thrill of INDYCAR to build brand love, drive membership growth and cement Sam’s Club as a leader in the future of retail experiences.

Sep. 15, 2025

In Nashville, something special happened at three Sam’s Club locations. If you happened to be shopping, you might’ve felt like you had taken a wrong turn straight into the heart of motorsports. With an Indy car gleaming in the parking lot, racing simulators roaring, and even a live concert by country band LANCO filling the air, the clubs were transformed into extensions of the Nashville Superspeedway, home of the Borchetta Bourbon Music City Grand Prix and the final race of the 2025 NTT INDYCAR SERIES season.

Members were immersed in a full-throttle experience from the moment they arrived. Some took the driver’s seat virtually, racing around a digital track on high-energy simulators that let them hear and feel the roar of an open-wheel engine. Others explored demos and samples from familiar brands while snapping selfies with the Indy car. At one club, the energy peaked when Andretti Global driver Kyle Kirkwood stopped by to meet fans, sign autographs and celebrate a weekend like no other. For many, this was a once-in-a-lifetime experience during what started as a simple shopping trip.

The excitement carried over to the Nashville Superspeedway Fan Zone, where Sam’s Club hosted two days of interactive brand activations that blended the spirit of racing with the convenience of the club. When Kirkwood debuted the No. 27 Sam’s Club Honda on race day, it represented more than a sponsorship — it was a strategic opportunity to create authentic, memorable moments that connect members with brands.

This was Race to the Club, a signature example of how Sam’s Club MAP (Member Access Platform) is delivering immersive Omni Experiences that seamlessly blend retail, media, entertainment and community. These aren’t just events for the sake of fun — though they’re certainly that, too. They’re designed to create moments of joy and discovery for members and measurable impact for brands.

At its core, Race to the Club reflects the belief that retail media should feel personal and memorable. This is the future of retail media — not just impressions, but experiences that turn into lasting memories. Each simulator race, selfie, and autograph creates a meaningful connection between members and the brands fueling the experience. Those connections inspire discovery, shape preferences and drive purchase behavior in powerful ways.

A great example? Through a Wilson County State Fair ticket giveaway, Sam’s Club turned hundreds of race tickets into new Plus memberships — turning community excitement directly into business growth. This was especially timely, as Sam’s Club is preparing to open a new club in Lebanon, Tennessee, in 2026.

“Being part of Sam’s Club’s Race to the Club activation was an incredible opportunity to connect with members in a way that felt both exciting and meaningful,” said Jackey Li, CEO of Fanttik US. “This wasn’t just about brand visibility, it was about creating real, immersive moments that brought our product into the heart of the experience. The energy around INDYCAR, the chance to engage directly with fans and the integration into Sam’s Club’s broader strategy made it stand out from any other activation we’ve been part of. It is clear Sam’s Club is redefining what retail media can look like.”

The activations transformed everyday spaces into dynamic, branded experiences. Parking lots turned into event zones, members became fans, and shopping became something far more exciting. The collaboration with Andretti Global brought Sam’s Club into the racing world, giving members and fans a behind-the-scenes look at the thrill of the track and the energy that drives it all.

“Our partnership with Sam’s Club was a huge success,” said Kyle Kirkwood, Driver of No. 27 Sam’s Club Honda, Andretti INDYCAR. “The support from the fans was great, and we’re proud of what we were able to build together. Hopefully it’s just the start of something even bigger in the seasons ahead.”

That fan energy also translated into measurable business impact.

“Our partnership with Sam’s Club on the No. 27 for the season finale was a major success,” said Jill Gregory, president of Andretti Global. “It was a full month of activations that really moved the needle for both the Andretti team and Sam’s Club in the Nashville market.”

Race to the Club is one chapter in MAP’s bold vision to create the first true Retail Experience Network™. It's about delivering joy to members while providing advertisers with real, measurable outcomes. By combining in-club activations, digital media and deep data insights, MAP closes the loop between inspiration and the purchase, between brand and buyer.

From Nashville to Sam’s Clubs across the country, this is only the beginning. With new influencer activations, expanded measurement tools and even more innovative ways to bring brands and members together, MAP will continue to push the boundaries of what retail media can be.

As Harvey Ma, vice president and general manager of Sam’s Club MAP, put it, “At MAP, our goal is simple: make shopping fun, meaningful and measurable. Race to the Club captured that spirit perfectly. We created experiences our members will remember, delivered results our partners can see, and gave Nashville a taste of what’s to come as we continue to build the first Retail Experience Network.”

Because when retail media feels like race day — thrilling, memorable, and deeply personal — it’s not just advertising. It’s a movement.