Gulf Race Fuels returns as the primary sponsor of the Gulf Race Fuels Racing Zone presented by Stoneridge Specialty Insurance, while increasing their presence in a big way as the new Official Race Fuel of the Motorama Custom Car & Motorsports Expo presented by eBay Motors.
Keeping in line with their official fuel roles with the NASCAR Canada Series, Canadian Superbike Championship and a proud partner of the Ontario Sportsman Series, this new role at Motorama underlines Gulf Race Fuels’ commitment to all facets of Canadian motorsport. Their wide-ranging reach extends beyond their race fuels, which are known for consistency and high quality, as Gulf Race Fuels now offers PJ traction compounds for tracks as well.
Gulf’s Jeff LaRose considers the Motorama show to be a second Christmas for him, as he looks forward to seeing new and old faces, chatting with anyone involved with Canadian racing.
“Whether you’re a track, a series, or someone who’s a weekend warrior who races a couple times a year, we want you to stop in the Gulf booth and tell us your story – tell us how we can work with you to make your racing experience better within the Canadian scene,” said LaRose. “I don’t care if you’re a drag racer, a circle track racer, a road racer – whether you’re on two wheels, four wheels or 10 wheels; if you put wheels on your toaster and that’s what you’re racing – we want to talk to you.”
Gulf Race Fuels will showcase its full variety of products at their booth, from long shelf-life fuel for winter storage and small engine fuel, to a 93-octane alternative for premium pump gas and full racing methanol and ethanol.
Each year, Gulf has a unique vehicle on display in their booth, with their past vehicles being a sidecar motorcycle, NHRA Super Comp dragster and NASCAR Canada stock car. LaRose says that plans are underway to display something entirely different for 2026, as he hopes to bring something new and exciting to each show.
The NASCAR Canada Series championship trophy will be on display all weekend in Gulf’s Hall 2 booth, providing a unique photo opportunity. There will also be Gulf hats and shirts raffled off, with some merchandise potentially being sold as well.
Located next door, in Hall 1B, the Gulf Race Fuels Racing Zone is home to all things racing, with cars, drivers, series, tracks, parts suppliers / manufacturers, and collectible vendors occupying the space. The Gulf Race Fuels Racing Zone will also host a dedicated stage that will present live interviews and podcasts, as well as the Racers’ Corral that will feature a wide variety of racing vehicles representing the full spectrum of Canadian motorsports.
That connection to the series and drivers in the Racing Zone grew stronger in 2025, the first year of Gulf’s relationship with NASCAR Canada. LaRose attended almost all of the series’ races, getting to know the teams and their needs. Gulf’s products are distributed in Canada by Small Motor Service, a business that LaRose runs in Kipling, Saskatchewan, which makes that connection to the Canadian motorsport community all the more important.
“We’re a small company, so we like to know people directly,” said LaRose. “We’re not a thing where you’re a number and you’re just another can of fuel; we’re interested in what you race, we’re interested in how you race. We’re a family-oriented company and we very much like to meet everyone… it’s not just another car on the track – it’s an individual’s car, it’s an individual’s racing program, and every one of them means a lot to us.”
Motorama takes place March 13, 14 & 15 at The International Centre, across from Toronto’s Pearson Airport. For tickets and show info, visit MotoramaShow.com.
ABOUT GULF RACE FUELS CANADA: Gulf Race Fuels products are distributed in Canada by Small Motor Service, which is located in Kipling, Saskatchewan. Small Motor Service is owned and operated by Jeff and Michelle LaRose. Small Motor Service started more than 40 years ago and has evolved from a local, small engine service provider to a wholesale distributor of fuel and retail services, including being the primary distributor of Gulf Pro Fuel. Visit www.smallmotorservice.com for more information.
ABOUT THE TORONTO MOTORAMA CUSTOM CAR & MOTORSPORTS EXPO: The 11th annual Motorama Custom Car & Motorsports Expo presented by eBay Motors takes place March 13, 14 & 15, 2026 at The International Centre, across from Toronto’s Pearson International Airport. The show features more than 330,000 square feet of custom cars, hot rods, racing vehicles of all kinds, trucks, tuners, displays and exhibitors. Motorama is Canada’s biggest late-winter celebration of automobiles and motorsports. For information about the show, including tickets, sponsorship and exhibitor opportunities, and more, call (416) 962-7223, email info@MotoramaShow.com or visit MotoramaShow.com.
