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Thunder Road Harley-Davidson Inks Three-Year Deal to Sponsor Independence Day Event at SoBo; All Events Sponsored for 2024



By Joe Chandler

Director, Public Relations

South Boston Speedway


SOUTH BOSTON, VA (March 28, 2024) – Thunder Road Harley-Davidson and South Boston Speedway have signed a new sponsorship agreement that will have the Danville, Virginia-based Harley-Davidson motorcycle dealership continue as the title sponsor for the speedway’s showcase pre-Fourth of July NASCAR Late Model Stock Car Division event for the next three years.


The Thunder Road Harley-Davidson 200 on Saturday night, June 29 featuring a 200-lap race for the Sentara Health Late Model Stock Car Division that will pay $10,000 to win, is the opening race of the Virginia Late Model Triple Crown.


This season marks the 11th year that Thunder Road Harley-Davidson has sponsored South Boston Speedway’s premier NASCAR Late Model Stock Car Division event. As part of the sponsorship renewal, Thunder Road Harley-Davidson will provide an increase in the purse for the 200-lap Sentara Health Late Model Stock Car Division race to add to the payout throughout the field to give back to the competing drivers.


“It is our privilege to be a part of this race for the 11th year in a row,” said Thunder Road Harley-Davidson owner Vann Pierce. “The South Boston area is a big part of our customer base here at Thunder Road Harley-Davidson, and we appreciate all the fan and competitor support this event has received over the last 11 years. We look forward once again, to be a part of this great event.”


South Boston Speedway General Manager Brandon Brown said the speedway is excited about the multi-year sponsorship renewal.


“Thunder Road Harley-Davidson has become synonymous with South Boston Speedway and our annual Fourth of July celebration,” Brown said. “To have them back as the title sponsor of the Thunder Road Harley-Davidson 200, not only this year, but the next three years, is special. We appreciate their love for racing and what they do to give back to the racers. This new deal reflects just that. The June 29 Thunder Road Harley-Davidson 200 is going to be huge.”


The Thunder Road Harley-Davidson 200 is South Boston Speedway’s annual Independence Day celebration and is a huge fan favorite. Special patriotic festivities will be featured during pre-race ceremonies, and a spectacular colorful Fourth of July fireworks show will light up the night sky immediately following the last race of the night.

All four of South Boston Speedway’s NASCAR-sanctioned racing divisions will be in action on June 29. There will be a 20-lap race each for both the Virginia State Police HEAT Hornets Division and the Southside Disposal Pure Stock Division competitors, a 40-lap race for the Budweiser Limited Sportsman Division, and the 200-lap Late Model Stock Car race will cap off the night.



Advance tickets are on sale for the June 29 Thunder Road Harley-Davidson 200. Advance adult general admission tickets are priced at $20 each and suite tickets are priced at $45 each. Tickets may be purchased online on South Boston Speedway’s website, www.southbostonspeedway.com or by calling the speedway office at 434-572-4947 or toll free at 1-877-440-1540 during regular business hours. Tickets at the gate on race day will be $25 each. Seniors ages 65 and older, military, healthcare workers, and students (with ID) can purchase tickets for $20 each at the gate on race day.


In addition to signing a new three-year sponsorship agreement with Thunder Road Harley-Davidson, South Boston Speedway has signed all of the partners that sponsored races at the .4-mile oval last season and all of last season’s division sponsors to new sponsorship agreements for the2024 season. Along with that the speedway has added a new partner as a race sponsor for 2024.


Returning as event sponsors for the 2024 season are URW Community Federal Credit Union, Danville Toyota, Viny’s Italian Restaurant, Italian Delight Family Restaurant, God’s Pit Crew, Billy’s AC Service, ABC 13 WSET TV, Bojangles, and Boone Tractor.


Also returning as event sponsors are Davenport Energy, Sentara Health, Halifax Farm Bureau, and Autos By Nelson. Oak River Realty has signed on as a new event sponsor for the 2024 season.


All four of South Boston Speedway’s racing division sponsors, Sentara Health, Budweiser, Southside Disposal, and the Virginia State Police HEAT (Help Eliminate Auto Theft) program, have signed on for the 2024 season.


“We are greatly appreciative of the support we receive from all of our sponsors and partners, some of whom have partnered with the speedway for a number of years,” Brown said. “Multiple studies through the years have shown that racing fans support businesses that support auto racing in their communities. Working together with our sponsors we are able to bring exciting NASCAR racing events to the South Boston and Halifax County community, which brings entertainment and excitement for race fans and revenue for the community in terms of tourism dollars.”

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