“With that said, we are excited to celebrate the Busch brand not only returning to NASCAR but returning to the sport on our team.” 10 years ago, Anheuser Busch brought Busch Light to the sport in a big way. Their longtime brand Budweiser was being replaced by Busch Light, and that too on Kevin Harvick’s car. It was bound to make ways. As the 2025 season approaches, the focus is on keeping this momentum alive while staying true to the sport’s roots, one deeply connected with the company.

Ahead of the Daytona 500 race, NASCAR officially announced a major partnership with the $100 billion industry giant. In a crucial deal with brewing giant, Anheuser-Busch NASCAR focuses to cater young audiences with special interactive fan events. The partnership will kick off with a special Date-Tona event during the season opener.

Busch Light to host special date night at Daytona 500

Anheuser-Busch and NASCAR have one of the longest-running partnerships in American motorsports. As the parent company of Busch Light, it played a crucial role in shaping the sport’s branding and fan experience for over 30 years. In a move that strengthens this legacy, the company has renewed its multiyear agreement with the Stock Car racing giants. According to the latest deal, Busch-Light will continue to serve as the Official Beer Sponsor of NASCAR. The beer brand will also continue to be the title sponsor of the Pole Awards.

What makes this partnership more interesting is Busch-Light’s commitment to increase off-track events. For the 2025 Daytona 500, Busch Light is introducing an all-new at-track fan experience called “DATE-TONA.” This one-of-a-kind fan event will allow attendees to meet and connect in a setting unlike any other dating event in sports. Speaking about the significance of the deal, Kyle Norrington, Chief Commercial Officer at Anheuser-Busch, expressed his excitement. “NASCAR and Busch Light fans are among the most devoted in the country. In 2025, together, we’ll give our deserving fans more opportunities to connect to this sport than ever before,” he stated.

Notably, starting in 2025, NASCAR and Busch Light will launch a Busch Light summer music series. NASCAR and Busch Light will host pre-race concerts at Texas Motor Speedway, Michigan International Speedway, Chicago Street Race, Iowa Speedway, and worldwide Technology Raceway. This initiative highlights NASCAR’s commitment to enhancing the race-day experience beyond the track.

Apart from these off-track partnerships, Busch Light is also making efforts on track. The brewing giant will continue to sponsor Ross Chastain’s No. 1 car. The Trackhouse Racing driver has been the face of the brand. Earlier this year Chastain made it to a special Busch Light commercial for the Super Bowl. Notably, the 2025 season will also feature a refreshed Busch Light paint scheme, promoting the brand’s “Race for the Mountains” campaign.

While NASCAR secures long-term stability with Busch Light, another major shift is happening in the sport. Xfinity, the title sponsor of NASCAR’s secondary national series, will end its 11-year partnership after the 2025 season. The move marks the end of an era and leaves a major gap that NASCAR must fill before the 2026 season.

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Who will join NASCAR as the title sponsor?

Sponsorship has been the real identity of NASCAR’s secondary series. For the last 40 years, the second-tier national series has carried the name of its title sponsor. With Xfinity stepping away, NASCAR now faces the challenge of securing a new sponsor while maintaining the series’ popularity. One of the major contenders was Anheuser-Busch, which held rights between 1982-2007. Their recent sponsorship deal fuels speculation that it could return as the primary sponsor for the series starting in 2026.

Apart from Anheuser-Busch, Kroger, and Bass Pro Shops emerge as potential options. Both companies have a deep presence in the NASCAR world with multiple partnerships. However, some reports suggest that NASCAR may opt for a Premier Partners model, similar to what the Cup Series has used since 2020. Instead of a single title sponsor, NASCAR could bring in multiple brands to share the sponsorship role.

Despite the uncertainty, NASCAR sees this as an opportunity for re-invention. The transition opens the door for new marketing strategies, expanded fan engagement efforts, and fresh branding possibilities. The goal is to find a sponsor that aligns with NASCAR’s values and ensures the series remains a stepping stone for future Cup Series stars. What do you think will NASCAR opt for a single-partner or multiple-partner model?