NASHVILLE — Sam’s Club took members on a high-speed journey this summer, bringing the excitement of INDYCAR racing directly into three of its Nashville-area clubs. The “Race to the Club” activation showcased how the retailer’s Member Access Platform (MAP) is redefining retail media through immersive, community-driven experiences.
Parking lots transformed into event hubs complete with racing simulators, brand demos, and even a live LANCO concert. At one location, Andretti Global driver Kyle Kirkwood surprised shoppers by signing autographs and celebrating alongside members. The activations mirrored the energy of the Borchetta Bourbon Music City Grand Prix, the final race of the 2025 NTT INDYCAR SERIES season at Nashville Superspeedway, where Kirkwood debuted the No. 27 Sam’s Club Honda.
“Being part of Sam’s Club’s Race to the Club activation was an incredible opportunity to connect with members in a way that felt both exciting and meaningful,” said Jackey Li, CEO of Fanttik US. “It is clear Sam’s Club is redefining what retail media can look like.”
The event extended beyond the clubs and into the Superspeedway Fan Zone, with interactive activations linking racing and retail. Sam’s Club even converted Wilson County State Fair ticket giveaways into new Plus memberships, underscoring how the energy of motorsports could translate into measurable business growth ahead of the company’s planned Lebanon, Tenn., opening in 2026.
“Our partnership with Sam’s Club was a huge success,” said Jill Gregory, president of Andretti Global. “It was a full month of activations that really moved the needle for both the Andretti team and Sam’s Club in the Nashville market.”
MAP’s vision is to build what it calls the first Retail Experience Network™, combining in-club activations, digital media, and deep data insights. For Sam’s Club, these events are not just about impressions, but about turning shopping into memorable, measurable experiences.
“At MAP, our goal is simple: make shopping fun, meaningful and measurable,” said Harvey Ma, vice president and general manager of Sam’s Club MAP. “Race to the Club captured that spirit perfectly.”
As Sam’s Club continues to explore new ways to merge entertainment, community, and commerce, “Race to the Club” stands as a template for how retail media can move beyond advertising to become an immersive movement.
