Staff Report / April 4, 2026
A Finger Lakes winery with deep regional roots is stepping into the fast lane this spring, forging a new partnership that blends motorsports excitement with local flavor.
Officials at Watkins Glen International announced that Bully Hill Vineyards will serve as the title sponsor for an upcoming NASCAR Craftsman Truck Series race, marking a significant collaboration between one of New York’s best-known wineries and one of the country’s premier racing venues.
The now branded event the “Bully Hill Vineyards 176” is scheduled for May 8 and will be part of a packed, three-day NASCAR weekend at the Glen. The race joins a lineup that includes competitions from multiple NASCAR series, culminating in the Cup Series main event later that weekend.
Track leadership described the partnership as a natural fit, pointing to the shared identity between the high-energy racing environment and the winery’s bold, independent character. For Bully Hill, the sponsorship also represents a return to a venue it has been connected to for decades, reinforcing longstanding ties between the track and the Finger Lakes community.
Company representatives say the move is about more than branding—it’s about showcasing the region itself. Known for its vineyards overlooking Keuka Lake and its long winemaking history, Bully Hill draws thousands of visitors each year. By attaching its name to a nationally recognized racing event, the winery aims to highlight the Finger Lakes as both a tourism destination and a cultural hub.
The May 8 race will feature a same-day doubleheader, with an ARCA Menards Series event earlier in the afternoon followed by the Truck Series showdown. Organizers expect the combination of racing action and regional partnership to draw fans from across the Northeast, boosting visibility for both the sport and the local economy.
As NASCAR continues to emphasize road course racing in recent years, the Watkins Glen stop has become a key fixture on the schedule. The addition of a prominent regional sponsor underscores a broader trend: blending national sports with local identity to create a more immersive fan experience.
For spectators, that could mean a race weekend where the roar of engines is paired with a taste of the Finger Lakes, both literally and figuratively.
