South Africa Takes Racing Stage in Atlanta to Woo U.S. Business and Investors
South African driver and cultural ambassadors bring nation's story to U.S. motorsport fans and business leaders
Lavar Scott will climb into the No. 45 country-branded Chevrolet at EchoPark Speedway in Atlanta this Saturday, carrying South Africa’s flag into one of American motorsport’s most-watched arenas. The race is the centrepiece of a two-day push by Brand South Africa to plant the country’s story firmly in front of U.S. business leaders, investors, and fans.
The weekend opens Friday, July 10, with a business networking event titled Accelerating to Africa: The Fast Lane to the Future of Global Commerce. Hosted by Brand South Africa in partnership with Global Atlanta at Constellations in downtown Atlanta, the gathering brings together business leaders, entrepreneurs, investors, media representatives, and community partners. The conversation will centre on South African opportunities in commerce, travel, food, wine, and cultural exchange, building on momentum from recent engagements including the South Africa Business and Investment Forum and Team South Africa’s participation in the FIFA World Cup.
Additional reference context is available at https://www.brandsouthafrica.com/stay-updated/global-news/brand-south-africa-accelerates-trade-culture-and-tourism-through-atlanta-nascar-weekend/.
Saturday shifts the spotlight to the track. Scott, a NASCAR O’Reilly Auto Parts Series rookie, drives for Alpha Prime Racing, giving Brand South Africa a platform that reaches millions of viewers across the United States. The organisation sees the race not as a one-off stunt but as a strategic extension of South Africa’s national story into American living rooms.
The logic behind combining a business forum with a NASCAR race is deliberate. By pairing commerce with culture and sport, the programme aims to highlight South Africa’s strengths in investment, tourism, innovation, entrepreneurship, and international collaboration. Atlanta makes sense as the venue. The city has grown into a hub for African business, diaspora connection, and international commerce, making it well-suited for reaching the people who shape trade and tourism decisions.
Jimmy Ranamane, Head of Global Markets at Brand South Africa, put it plainly: “Atlanta provides an important platform for Brand South Africa to engage U.S. stakeholders through a combination of business, culture and sport. This programme enables us to showcase South Africa as a nation of opportunity, innovation, talent and partnership, while strengthening relationships that support trade, tourism and long-term market engagement.”
Food culture carries its own weight in the weekend’s storytelling. Brooklyn Biltong will introduce NASCAR fans and Atlanta food tastemakers to biltong, a traditional South African delicacy, hosting Atlanta-based food influencers The Food Stalker and Atlanta Food Guy at EchoPark Speedway. It is a small but tangible moment of cultural exchange, the kind that sticks with people long after a race result fades.
The partnerships behind the weekend reflect the scale of the effort. Brand South Africa is working with Alpha Prime Racing, Brooklyn Biltong, Southwestern Talent, Oryx Desert Salt, Fumana Wines, and the South African Chamber of Commerce. This is not the organisation’s first time on an American racetrack. In 2024, Brand South Africa partnered with Kyle Weatherman and his No. 91 Chevrolet Camaro, and the year before that with Anthony Alfredo in the No. 42 Chevrolet Camaro.
Jusan Hamilton, President of Alpha Prime Racing, described what the collaboration means beyond the lap count: “This partnership reflects the power of sport to create meaningful commercial and cultural connection. We are proud to work alongside Brand South Africa on a programme that brings international business engagement, cultural storytelling and motorsport together on one platform.”
The Atlanta weekend is part of a longer arc. Brand South Africa is working to position the country as a dynamic, globally connected destination capable of drawing investment, tourism, and strategic partnerships while celebrating its cultural and entrepreneurial identity. Whether the combination of a networking dinner, a biltong tasting, and a NASCAR race translates into lasting commercial relationships is the question the organisation will be watching closely when the weekend is done.
Q&A
Who is driving the country-branded Chevrolet at EchoPark Speedway and what is his racing background?
Lavar Scott, a NASCAR O'Reilly Auto Parts Series rookie, will drive the No. 45 country-branded Chevrolet for Alpha Prime Racing.
What is the purpose of pairing a business networking event with a NASCAR race?
By combining commerce with culture and sport, the programme aims to highlight South Africa's strengths in investment, tourism, innovation, entrepreneurship, and international collaboration while engaging U.S. business leaders and investors.
How does food culture play a role in the weekend's storytelling?
Brooklyn Biltong will introduce NASCAR fans and Atlanta food tastemakers to biltong, a traditional South African delicacy, hosting Atlanta-based food influencers The Food Stalker and Atlanta Food Guy at EchoPark Speedway.
Why was Atlanta chosen as the venue for this initiative?
Atlanta has grown into a hub for African business, diaspora connection, and international commerce, making it well-suited for reaching the people who shape trade and tourism decisions.