Nascar pens multi-year iced tea partnership with Liquid Death

Nascar has agreed a multi-year partnership with soft drinks brand Liquid Death.

Contract:

• Liquid Death becomes the official iced tea of the stock car racing series
• The brand will be available at select Nascar-owned tracks throughout the season
• It will also have a presence through social and digital content, on-site experiences, and activations

Context:

As drinking habits among younger generations evolve, so too do the marketing strategies of sports properties. Nascar has never had an official iced tea partner before but it highlights a growing shift towards healthier lifestyle choices among younger audiences to which the series is reacting.

While this is Nascar’s 57th official partnership to be active this year, this isn’t Liquid Death’s first foray into the motorsport world. The soft drinks brand had a trackside presence at Formula One’s Las Vegas Grand Prix as part of an event partner deal.

Comment:

“Liquid Death is a healthy beverage brand that not only produces high-quality iced tea but also looks to bring death to plastic bottles by using humor and entertainment,” said Jeff Wohlschlaeger, Nascar’s senior vice president and chief sales officer.

“With so many synergies between our companies, this partnership is a perfect fit. We’re thrilled to have them on board.”

Coming next:

Nascar’s next outing comes at the Dover Motor Speedway in Delaware on 28th April.

Go deeper:

• Nascar’s US$7.7bn TV deal: Why the annual value went up, who gets what, and the impact on fans
• The Chicago Street Race: Three things that were different about Nascar’s newest event