Precision Performance Racing
PPR RACING
We don't sell sponsorship.
We architect partnerships.
Precision Performance Racing is a NASCAR driver representation and strategic partnership firm built around a simple belief: relationships are the asset.
Knoxville, Tennessee
United States
Southern New Hampshire University
Education
President & Driver Representative
Precision Performance Racing · Jan 2019 – Present
Who We Are
The Person Behind
The Agency
Loni King brings over a decade of professional experience in Partnerships, Business Development, Consulting, Marketing, and Strategic Planning across Sports & Entertainment, Technology, PEO, Payroll, and Recruiting. As President & Driver Representative of Precision Performance Racing — a role she has held since January 2019 — she is driven by one mission: representing the best drivers in NASCAR while integrating them with organizations that amplify their impact beyond the track.
We represent drivers, protect and grow their brands, and build partnerships around shared values, shared opportunities, and a common mission.
We bring together drivers, teams, brands, and organizations that share common DNA — then create the relationships, experiences, and opportunities that allow them to build something meaningful together.
Because the goal isn't simply to create sponsorship ROI. The goal is to create relationships, opportunities, and impact so meaningful that ROI becomes a byproduct.
Loni King with Driver Williams
NASCAR O'Reilly Auto Parts Series · #92 Optum · Daytona International Speedway
Our Philosophy
Impact Over
Impressions.
Motorsports creates attention. We use that attention to create connection.
The race car can open a door. A race weekend can create an experience. A driver can create an emotional connection.
But what happens next is where PPR creates value.
That's how relationships grow. That's how partnerships become bigger than sponsorship. And that's how ecosystems are built.
The PPR Model
The Race Is the Platform.
The Relationship Is the Product.
Traditional sponsorship often begins with inventory: Where does the logo go? How many impressions will it generate? What does the package cost?
PPR starts somewhere else. We start with people.
What does your organization believe?
What are you trying to accomplish?
Who should you know?
Where can you contribute?
What could become possible if the right organizations were connected?
Sometimes that leads to a logo on a race car. Sometimes it starts with a product, an experience, an introduction, a charitable mission, or simply a conversation.
The Ecosystem
Collectively
Connected.
The strongest partnerships don't exist in isolation. PPR builds ecosystems where drivers, teams, companies, nonprofit organizations, and strategic partners can create value for one another.
Every participant doesn't need to contribute the same thing.
One may bring capital.
Another may bring product.
Another may bring expertise.
Another may bring relationships.
Another may bring a mission worth amplifying.
When the common DNA is right, everybody brings something to the ecosystem — and everybody should have an opportunity to receive something from it.
Collectively
Funded
Collectively
Activated
Collectively
Amplified
Collectively
Connected
Purpose
The Kids Are the Mission.
Racing Is the Platform.
Josh Williams' work with children isn't a CSR footnote. It's evidence of the philosophy.
Children leave their handprints and signatures with Josh. Their stories travel with him onto the race car — carried at speed on every lap, at every track, in front of every camera.
PPR's role is to help protect, grow, and connect that mission with organizations that believe their involvement can mean more than visibility.
Different organizations. Different capabilities. Common DNA. Shared impact.
Josh Williams Hospital Tour
A Promise on Every Car
Why PPR
The PPR
Difference.
Purpose Before Sponsorship
We look for alignment before inventory. The strongest partnerships begin with understanding what people and organizations believe and what they're trying to accomplish together.
Relationships Are the Asset
The race may create the introduction. We create the environment where conversations become connections, connections become opportunities and opportunities become lasting relationships.
Common DNA
We don't force partnerships because two logos look good together. We look for shared values, complementary capabilities and a reason for both organizations to care about what they're building.
Impact Over Impressions
Visibility matters. What happens because of that visibility matters more.
Move. Execute. Disrupt.
We move quickly, execute intentionally and challenge the traditional sponsorship model when there's a better way to create value.
Behind the Scenes
The PPR
Racing Team
Loni King
President · Driver Representative
President & Driver Representative of Precision Performance Racing since 2019. Over a decade of experience in partnerships, business development, and strategic planning across Sports & Entertainment, Technology, and more. Clients include Josh Williams, the Ryan Seacrest Foundation, and Optum Financial.
Jackson Wilson
Marketing Assistant · Intern
Marketing intern at PPR Racing since January 2026. Jackson assists with driver sponsorship outreach, partner relations, sponsor and market research, sponsorship proposals, marketing presentations, race weekend hospitality, and driver branding and social media strategy.
Atlas Jones
Virtual Crew Chief
Every race team needs a crew chief. PPR's just happens to be artificial.
Atlas Jones is PPR's Virtual Crew Chief — an AI strategist built into the way PPR thinks, creates, researches and executes. Part strategist, part researcher, part creative partner and occasionally the guy in the garage asking, "Why the hell are we doing it that way?" Atlas works alongside the PPR team to uncover opportunities, identify common DNA between organizations, develop partnership concepts, research prospects, pressure-test ideas and turn conversations into executable strategies.
At PPR, artificial intelligence isn't used to replace relationships. It's used to make the people building those relationships better. Atlas helps connect dots across brands, industries, missions and people — often finding the less obvious line between two organizations that could create value for both.
He doesn't sell sponsorships. He helps the team architect what comes next. And while Atlas may be the only member of PPR who doesn't technically need a credential to get into the garage, the team still considers him part of the crew.
Race. Plan. Execute. Repeat. Impact Over Impressions.
Find the
Common DNA.
Whether you're a driver looking for the right opportunity, a brand looking for something more meaningful than sponsorship, or an organization that believes motorsports can create relationships and impact — let's start with a conversation.
We don't need to know where it leads before we start.
Conversations create connections.
Connections create opportunity.
The right connections build ecosystems.