The data I’ve seen on grill consumers shows that they’re predominantly male and are in the 25-44 age group, with also a healthy share of those 45-64. Unsurprisingly, it also mirrors the demographics of the readers of this website.
Outside of grilling, two activities that are popular with similar demographics are NASCAR and the UFC. Both have fans that are passionate, predominately male, and are mostly 25 to 44 years of age.
That’s why it’s only fitting that some of the biggest names in grilling are teaming up with NASCAR and the UFC.
O’Reilly Auto Parts Series Charbroil 300
Charbroil has been named the entitlement sponsor for the NASCAR O’Reilly Auto Parts Series Charbroil 300 on May 23rd at Charlotte Motor Speedway. It’s part of a multiyear partnership.
We’re thrilled to welcome Charbroil as the entitlement sponsor of the Charbroil 300. Charbroil isn’t just putting its name on the race — they’re committed to engaging fans all weekend long. Memorial Day Weekend at Charlotte Motor Speedway is all about tradition, patriotism and unforgettable experiences and Charbroil is the perfect partner to help bring that to life.
Matt Long, Charlotte Motor Speedway’s Vice President of Corporate Sales
The winner of the Charbroil 300 will take home the trophy and a new Charbroil grill. Both of those items will be used to brag to family and friends for the foreseeable future.
Charbroil will also be on-site at the Charlotte Motor Speedway creating a great experience for fans. They’ll have on-site activations and brand integrations for fan engagement. It’s fitting also that a grill brand would be out for Memorial Day Weekend.
As America’s No. 1 gas grill brand, Charbroil is proud to partner with Charlotte Motor Speedway as the entitlement sponsor this Memorial Day, a weekend that carries deep meaning across our country and marks a time when families and friends come together to honor our fallen soldiers. We are looking forward to showcasing the versatility of our 3-in-1 grill, griddle and charcoal system as fans gather throughout the weekend and honor those who have served.
Thomas A. Penner, Group President, Outdoor Brands, LLC
Pit Boss and the UFC
Pit Boss also has a long history with NASCAR but this year they’re partnering with the UFC. They’ve inked a multi-year agreement to be the Official Grill of the UFC.
They’ll have activations at events beginning March 28 at UFC Fight Night in Seattle at the Climate Pledge Arena. The partnership includes national broadcast integration, in-arena presence, retail-connected activations such as sweepstakes and in-store programming. They’ll also be partnering with fighters like Bo Nickal who is a Pit Boss ambassador for the 2026 season.
Bo Nickal is a three-time NCAA wrestling champion at Penn State, so he brings series credentials to The Octagon. He will use his Pit Boss grill as part of meal prep for training. It’s an easy, versatile, and flavorful way to cook protein.
I also meal prep on my Pit Boss grill but rather than training for a fight, I’m fighting against getting carryout after a long day in front of the computer. However, both are about convenience and great tasting food.