Rockstar Energy Returns to NASCAR with Tyler Reddick and 23XI Racing
NASCAR is welcoming back an iconic sponsor as Rockstar Energy officially announces a multi-race partnership with Cup Series star Tyler Reddick and 23XI Racing for the 2026 season. The move marks the energy drink brand’s return to the sport after an absence of over a decade, positioning Reddick as the face of the brand’s new LIVE LOUD brand identity.
The partnership arrives at a historic moment for Reddick, who has dominated the early stages of the 2026 season. By winning the first three races of the year—including a dramatic last-lap pass at the Daytona 500—Reddick became the first driver in NASCAR Cup Series history to achieve such a feat. This momentum continued as he secured four wins in the first six races, joining Dale Earnhardt (1987) and Bill Elliott (1992) as the only drivers to ever reach that milestone.
Details of the Partnership
Rockstar Energy will serve as a primary sponsor for the No. 45 Toyota in select events throughout the 2026 season. The partnership officially hits the track at the Jack Link’s 500 at Talladega Superspeedway on April 26.
The collaboration extends beyond the race car. Rockstar Energy’s branding will be prominently featured on:
- Tyler Reddick’s firesuit and helmet.
- The No. 45 team’s equipment and 18-wheel hauler.
- Digital content, marketing campaigns, and on-track activations.
Steve Mateus, Senior Director of Sports and Music at Rockstar Energy, noted that Reddick’s “fearless” and “high-energy” nature makes him the perfect fit for the LIVE LOUD culture, which celebrates intensity and unapologetic ambition.
A Strategic Corporate Return
This return to NASCAR is part of a broader strategic shift for the brand. Celsius Holdings acquired Rockstar for the U.S. And Canada regions last year through a deal with PepsiCo. The company is now implementing a marketing revamp to boost the drink’s presence in sports and music.
Rockstar’s previous stint in NASCAR dates back over ten years to a partnership with driver Dylan Kwasniewski and Turner Motorsports in the second-tier O’Reilly Auto Parts Series starting in 2014. According to 23XI President Steve Lauletta, the current deal was negotiated directly without the use of agencies.
The 23XI Racing Ecosystem
Co-owned by NBA legend Michael Jordan and NASCAR veteran Denny Hamlin, 23XI Racing has develop into a hub for major beverage sponsorships. The team currently manages a diverse portfolio of partners, including:
- Coca-Cola: Sponsoring the No. 23 driven by Bubba Wallace.
- Monster Energy: Sponsoring the No. 35 driven by Riley Herbst.
- Celsius: Sponsoring driver Corey Heim.
- First Race: Rockstar Energy debuts as primary sponsor at Talladega on April 26.
- Historic Run: Tyler Reddick is the first driver to win the first three races of a Cup Series season.
- Brand Identity: The partnership centers on Rockstar’s new “LIVE LOUD” initiative.
- Corporate Ownership: Rockstar is now under the umbrella of Celsius Holdings in North America.
Frequently Asked Questions
When does the Rockstar Energy sponsorship start?
The primary sponsorship begins with the Jack Link’s 500 at Talladega Superspeedway on April 26, 2026.
Why did Rockstar Energy choose Tyler Reddick?
Rockstar selected Reddick due to his unprecedented performance at the start of the 2026 season and a personality that aligns with the brand’s “LIVE LOUD” culture of pushing limits and embracing high-stakes moments.
Who owns 23XI Racing?
The team is co-owned by Michael Jordan and Denny Hamlin.
Looking Ahead
As Tyler Reddick continues to lead the championship standings, the addition of Rockstar Energy provides a high-profile boost to the No. 45 team. With a historic winning streak already established, the focus now shifts to whether this new partnership can propel Reddick toward a 2026 championship title.
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