US stock car racing's Nascar has announced Cabo Wabo as its first official tequila sponsor.
Contract:
- Cabo Wabo also becomes the official tequila of the Daytona, Kansas, Michigan and Talladega tracks
- The brand will activate the deal via branded on-site experiences, presenting sponsorships of concerts, consumer sweepstakes
- Racing-themed digital and social media content also included in agreement.
Context: This represents the stock car racing series' first tequila sponsor, 13 years on from lifting ban on alcohol sponsorship at the start of the 2005 season. Cabo Wabo joins Dixie Vodka, official vodka sponsor, and Busch Light, official beer sponsor, as alcohol brands partnered with Nascar.
Comment: Jeff Wohlschlaeger, Nascar's senior vice president and chief sales officer, said: “Cabo Wabo’s reputation for doing things bigger, bolder and better perfectly aligns with the spirit of our sport. We welcome Cabo Wabo Tequila to the Nascar family as we begin the celebration of our 75th anniversary season.”
Coming next: Nascar returns with its preseason Busch Light Clash at the LA Coliseum on 5th February, before the start of its regular season with the Daytona 500 on 19th February.