Let’s be honest, when it comes to NASCAR, the single most important thing is gaining sponsorship. Drivers wear the colors and logos of their sponsors. Even if the sponsor is a custard company, you have to play by the rules and wear their color! Cole Custer had returned to the NASCAR Xfinity Series after he was demoted by Stewart Haas Racing. While Custer had managed to upkeep the reputation with three Xfinity wins in 2023, there is one identity that has become a staple for him. 

It was in 2024, that Andy’s Frozen Custard had come to “Cole Custard’s”aid. Given that a new leak for the paint scheme is out, fans cannot help but jump back on the meme wagon again.

The journey from Cole Custer to Cole Custard – a rewind

In the year 2024, when Cole Custer was demoted to the Xfinity Series, he seemed to handle the same with grace. This is when the team announced that the popular American custard company, Andy’s Frozen Custard will be taking on sponsorship roles for three races. Custer was sponsored by the custard company for Texas in April, the Chicago Street course in July, and the high-octane race at Charlotte Bank of America ROVAL in October. 

This sponsorship came with quite a mockery from fans who started to refer to Cole Custer as “Cole Custard”. Given the ironic resemblance with his title, it seemed as though this title was a match made in heaven. However, this year, things are finally turning to look bright again. After spending two seasons as a NASCAR Xfinity participant, Custer is finally back for the Cup Series. He will be the sole driver for the Haas Factory Team, which is a reorganization of the Stewart – Haas Racing team. Recently, a fan took to his Reddit account and shared a snippet of how the car would look and it does have a lot of “custardy” references. Posting the photo, the fan wrote, “2025 Andy’s Frozen Custard Paint Schemes for Custer and Mayer (From the company website)”. 

2025 Andy’s Frozen Custard Paint Schemes for Custer and Mayer (From the company website)
byu/Dmacthegoat inNASCAR

As soon as the photo was posted, fans joined in so that they could get back to the Cole Custard reference that had become extremely popular over the years. However, despite such mockery from fans, Cole has expressed how much he is prepared for his 2025 run. 

While speaking to Martinsville Bulletin, Custer said, “I think everybody’s just excited to get going. There’s been so much work that’s gone in over this offseason organizing things and new people getting used to one another, and just going over all the little details. Now we actually get to go to the track and talk about race cars and how to go, how to be the best that we can be. So it’s exciting to just go to the racetrack and see what we can do”. The team has a technical affiliation with RFK Racing which has recently welcomed Aaron Kramer as a crew chief. Kramer has been actively involved in the shop during the car-building process and his detailed persona has impressed Custer. 

Fans react to the new paint scheme for Custer

The paint scheme is quite similar to the one that was last season, with a bright pop of colors with an exquisite ice cream symbol on the car door. Speaking of how sarcastic the entire turn of events has been, a fan commented, “I will say that Cole Custer being sponsored by a custard company is the funniest thing in the world”. 

Another fan hyped the driver on his return to the Cup series and commented, “COLD CUSTARD BABY”. There have been multiple memes on the custard company sponsoring Custer. Citing the same, a fan commented, “The meme has come true”. Fans have been quite creative when it comes to their host of ideas about this partnership. 

Hinting at how the company has still not launched a flavor with the driver’s name or taste, a fan responded, “The lack of a Cole Custer’s Cold Custard combo is a travesty”. Finally, another fan seemed to be quite sporty about the cold custard concept. He commented, “Stone cold custer!”. With the perfect blend of speed and sweetness, Custer’s new paint scheme has fans savoring both the laughs and the upcoming laps.