CHICAGO — Exposure is the name of the game for uniform, linen and facility services providers to get their brands into the minds of potential clients.
What could be bigger than having your company name seen by fans of professional sports?
Two companies are marketing their brands this way in 2026.
Alsco Uniforms, a global uniform, linen, and facility services provider headquartered in Salt Lake City, reports it has entered into an official mop crew partnership with the Toronto Raptors this season.
UniFirst Corp., a North American provider of customized business uniform programs, facility service products, and first aid and safety services based in Wilmington, Mass., has set its 2026 NASCAR Cup Series primary sponsorship schedule with partner Hendrick Motorsports.
KEEPING THE COURT CLEAN
With its Toronto Raptors mop crew partnership, Alsco now holds six official mop crew sponsorships in the NBA, including those for the Utah Jazz, Sacramento Kings, Houston Rockets, Indiana Pacers and Milwaukee Bucks.
“Proud to keep the court clean and the game moving,” says Ben Fox, vice president of sales and marketing at Alsco Uniforms. “As sponsors of the Toronto Raptors mop crew, we bring the same hustle, teamwork, and excellence to businesses across Toronto.”
As part of the partnership, the Alsco Uniforms logo will be featured on the Raptors’ mop crew uniforms to demonstrate the utility of their workwear options. They will also provide the mops used to keep the court clean and safe during Raptors home games.
“We are proud to partner with Alsco Uniforms as their first sports partnership in Canada, strategically collaborating with the Toronto Raptors,” shares Anton Wimmer, vice president of partnership development and revenue strategy for Maple Leaf Sports & Entertainment (MLSE).
“This season, Alsco Uniforms will be aligning with ‘clean’ moments such as our arena mop crew, showcasing our shared commitment to delivering excellence on and off the court.”
In addition to supporting Scotiabank Arena, Alsco Uniforms provides rental laundry and facility services to businesses across Toronto and Canada.
FIVE-RACE SPONSORSHIP IN 2026
UniFirst will be the primary sponsor of 2020 Cup Series champion and eight-time Most Popular Driver Chase Elliott and the No. 9 team for five NASCAR races this season.
The UniFirst No. 9 — sporting its signature bold green design and iconic “U-Mark” — will debut at Darlington Raceway on March 22.
The full 2026 NASCAR Cup Series schedule for the UniFirst No. 9 Chevy:
- Darlington Raceway on March 22 at 3 p.m. ET, televised on FS1
- Martinsville Speedway on March 29 at 3:30 p.m. ET, televised on FS1
- Richmond Raceway on Aug. 15 at 7 p.m. ET, televised on
USA - Charlotte Motor Speedway ROVAL on Oct. 11 at 3 p.m. ET (playoff race), televised on USA
- Martinsville Speedway on Nov. 1 at 2 p.m. ET (playoff race), televised on NBC
“We’re excited for another season of partnership with Hendrick Motorsports and Chase Elliott,” says David Katz, executive vice president of sales and marketing at UniFirst.
“The team consistently represents the highest levels of performance and integrity, and we are proud to have our brand associated with them. We are looking forward to getting back on the track and are looking forward to bringing home some wins in 2026.”
The season marks UniFirst’s seventh year as a sponsor of Elliott and the No. 9 team.
“I’m eager to see what 2026 has in store for our No. 9 team after a solid 2025,” says Elliott. “We’ll have the UniFirst colors on board at tracks where we had some promising runs last year, and that makes me confident we can build on those and hopefully get UniFirst to victory lane in the process.”
As the Official Workwear Provider for Hendrick Motorsports, UniFirst supplies uniforms and workwear, as well as facility services to the team and its sister company, Hendrick Automotive Group.
Have a question or comment? E-mail our editor Matt Poe at [email protected].
