The Cowboy Channel Car is Heading to Martinsville Speedway with Austin Dillon for Nascar’s Xfinity 500

Richard Childress Racing and The Cowboy Channel, the official network of ProRodeo and the first 24-hour television network totally dedicated to western sports and the western lifestyle, are partnering once again for the NASCAR Cup Series at the Xfinity 500 race this weekend at Martinsville Speedway. Driver Austin Dillon will helm the wheel of the No. 3 The Cowboy Channel Chevrolet Camaro ZL1 1LE.

The No. 3 Chevrolet features promotion for The Cowboy Channel’s upcoming live coverage of the National Finals Rodeo (NFR) and Cowboy Channel Cowboy Christmas. For 10 straight days and nights this December 2-11, 2021, rodeo fans will once again transform Las Vegas into a country and western city as they take in the world’s best rodeo, packaged with the most exquisite gift shows, concerts, parties and horse shows, plus everything that Vegas is known for 365 days a year. And, new this year, the Cowboy Channel Cowboy Christmas will open on Wednesday, December 1 from 5 p.m. - 10 p.m. for a special preview and tree lighting ceremony and then run December 2-11 from 9 a.m. - 4 p.m. daily.

”I’m looking forward to racing at Martinsville Speedway with The Cowboy Channel on board,” said Dillon. “The Cowboy Channel is packed with the best western sports and western lifestyle content available anywhere all year, but especially in December during the National Finals Rodeo for Cowboy Channel Christmas. It’s really an honor to promote The Cowboy Channel Christmas and feature John Wayne on the car.”

Headquartered in the historic Fort Worth Stockyards, The Cowboy Channel features content focused on ProRodeo, PRCA Xtreme bull riding, barrel racing, roping, reining, and other western sports genres, along with western fashion and music. The programming lineup also features a wide variety of “live” coverage from over 650+ major western events and rodeos across the country showcasing the world’s toughest and most talented PRCA cowboys and cowgirls, and is the home of the National Finals Rodeo in December.

“We are thrilled to extend our relationship with Richard Childress Racing for another race this year and the No. 3 Cowboy Channel car,” said Patrick Gottsch, founder of Rural Media Group, Inc. “It’s an exciting time for Rural America with NFR returning to Las Vegas.”

The Xfinity 500 airs live on NBC Sports Network at 11 a.m. ET Sunday, October 31st.

For more information, visit