Nascar has added Mexican tequila brand Cuervo as an official partner ahead of the 2026 season.
Key details:
- Cuervo becomes Nascar’s official tequila and official margarita
- The brand will hold exclusive category rights for the marketing and promotion of agave-based distilled spirits, including tequila and mezcal
- Cuervo will receive premium branding at marquee Nascar venues like Daytona International Speedway, Phoenix Raceway and Homestead-Miami Speedway
- Cuervo-branded bars will be present at select races,
- Pact includes responsible drinking initiatives
Context:
This deal sees Cabo Wabo depart as the official tequila of Nascar after three seasons. BlackBook Motorsport, meanwhile, understands that other partnership renewals are expected across core categories.
While the Cuervo pact underlines the importance of the Mexican market for Nascar, particularly in light of the new broadcast agreement with Fox Corp in the country, the sport won’t be returning to race in Mexico City in 2026. The hope is that, once the logistical challenges surrounding this year’s Fifa World Cup have passed, Nascar can establish a stronger foothold in Mexico.
Comment:
“Our fans come to the track to have a great time – to celebrate, connect and create memories around incredible racing – and Cuervo is a natural partner to help us elevate that experience,” said Craig Stimmel, Nascar’s senior vice president and chief commercial officer.
“There’s a strong commonality between Nascar fans and Cuervo consumers, and together we’ll bring that energy to life through premium activations, immersive hospitality and unforgettable moments that make race day even more special.”
Go deeper:
- Did year one of Nascar’s US$7.7bn media rights deal meet expectations?
- Mics Out podcast: Nascar’s Brian Herbst on year one of new media rights deal
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