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sports12h ago
Tyler Reddick lands major new primary sponsorship for Talladega
On3.com and 1 more
- Rockstar Energy returns to NASCAR, aligning with Tyler Reddick and 23XI Racing as part of the LIVE LOUD era and signaling a broader push into music and sports partnerships.
- Reddick will carry Rockstar Energy as a primary sponsor in multiple 2026 Cup Series races, starting with the Jack Link's 500 at Talladega on April 26.
- Team president Steve Lauletta says the deal reflects 23XI’s aim to surround drivers with partners that embody discipline, grit, and excellence.
- Rockstar’s LIVE LOUD era will feature branding on Reddick’s firesuit, helmet, and the No. 45 team gear, plus on-track activations and branding on the team transporter.
- Reddick’s leadership in 2026 is highlighted by a standout start to the season, boosting Rockstar’s branding alignment with a top performer.
- Beyond the car, Reddick will appear in Rockstar marketing campaigns and digital content, expanding the sponsor’s presence off the track.
- Rockstar’s NASCAR return comes under Celsius Holdings’ umbrella, marking a relaunch after a long absence from the series.
- The sponsorship includes branding on the 18-wheel transporter in addition to the race car and on-track marketing.
- The deal underscores Rockstar’s broader push into sports and music via the LIVE LOUD identity, signaling a strategic branding expansion.
- The official announcement frames the collaboration as a joint effort to deliver excitement and performance across track presence and branding.
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