In July 2010, K-LOVE began sponsoring MacDonald Motorsports' #81 car and Michael McDowell in the NASCAR Nationwide Series. Then in March 2012, K-LOVE announced it would be the primary sponsor of Tony Pedregon's Funny Car for 12 of the final 20 races of the NHRA Full Throttle Drag Racing Series season. In February 2013, K-Love announced the inaugural K-LOVE Fan Awards, a listener-voted awards show for contemporary Christian musicians held in Nashville. The inaugural ceremony was held in June 2013, and hosted by Phil, Kay, Jasie, and Missy Robertson of "Duck Dynasty" fame.