Nascar agrees partnership with Jack Link’s for next season

Nascar has agreed a multi-year partnership with snack company Jack Link’s that comes into effect from the 2025 season.

Contract:

• Jack Link’s becomes the official meat snack of Nascar
• The company will activate across multiple areas of the Nascar ecosystem including at-track, social and digital media, and radio and television
• Jack Link’s will also be able to use the Nascar brand at a retail level

Context:

Nascar recently restructured its sponsorship and media departments, combining the two arms as it looks to generate more revenue through blue-chip partnerships. Jack Link’s has previously been involved in Nascar through a co-primary sponsor on one of Team Penske’s cars.

Comment:

“Much like Nascar, Jack Link’s built itself from a determined pioneer into a household brand committed to delivering quality to its customers while having some fun along the way,” said Michelle Byron, Nascar’s executive vice president and chief partnership and licensing officer.

“Jack Link’s fits perfectly as an official partner of Nascar and we’re eager for everyone involved to enjoy the benefits of catering to the most passionate and loyal fans in all of sports.”

Coming next:

There are just two rounds of the regular season to go, with the penultimate race taking place at Daytona on 25th August.

Go deeper:

• Nascar’s US$7.7bn TV deal: Why the annual value went up, who gets what, and the impact on fans
• The reluctant activist: How Bubba Wallace went from a kid racing cars to driving change in Nascar