NASCAR just added some twang to its diet: Big Machine Label Group will be heading into the pit, where the rubber meets the road, as the new entitlement sponsor of the Brickyard 400 at the renowned Indianapolis Motor Speedway.

As such, this year’s NASCAR Cup Series 7/23 race at IMS will henceforth be known as the Bradley Gilbert Big Machine Brickyard 400. Valory Music’s Gilbert–whose latest album, The Devil Don’t Sleep, topped the Country charts–will attend the event and also perform at events prior to the race.

In addition to the race itself, the 400 Fest, a two-night concert at IMS, takes place 7/21-22. Headliners include Major Lazer and The Chainsmokers.

“I’m very excited today to officially announce that Big Machine and Brantley Gilbert are joining the Indianapolis Motor Speedway for the 2017 Brickyard 400 NASCAR race,” said Big Machine Label Group President/CEO Scott Borchetta. “Racing has always been part of Big Machine’s DNA, and we’re thrilled to partner with the world’s most iconic racing brands.”

Said Indianapolis Motor Speedway President J. Douglas Boles: “We have enjoyed a long-standing relationship with Big Machine, and we’re thrilled to see that expand through this very unique entitlement sponsorship. This partnership will bring a big-name artist our fans know and love to IMS, enhancing what already is one of NASCAR’s marquee event weekends.”