NASCAR News: Kyle Busch Faces Another Steep Fall as They Face a Big Loss of Crucial Sponsor

Not so long ago, hemp sponsorships in sports were about as welcome as a skunk at a garden party. That’s why eyebrows shot up when Richard Childress Racing rolled out the red carpet for 3CHI to sponsor the #8 Chevrolet in 2022. But with Kyle Busch hopping behind the wheel of RCR’s No. 8, 3CHI didn’t hesitate to renew their ties with the winning team.

Yet, whispers are floating around, thanks to ace NASCAR reporter Bob Pockrass, that there might be some behind-the-scenes action between RCR and 3CHI. This has everyone wondering: Is Kyle Busch about to see another sponsorship deal hit the skids?

Kyle Busch is carrying the sponsorship jinx in RCR as well

Recent news from Bob Pockrass threw a spanner in the works. On a media day, Kyle Busch sported the 3CHI logo. Pockrass’s series of tweets painted a picture: “Kyle Busch anchor sponsor for this year in Cup will be nicotine pouch company ITG brand zone,” “No more 3Chi sponsorship for Busch,” and “*3Chi wasn’t on Kyle Busch’s uniform today but apparently door is still open for them to return.” While the first two tweets hinted at saying goodbye to 3CHI, the last tweet left a crack open for their return.

When Kyle Busch waved goodbye to Joe Gibbs Racing back in 2022, it was no secret that sponsorship woes were the wrench in the works. But, as he revved up with Richard Childress Racing in 2023, Kyle Busch’s car and gear had never looked sharper, oozing confidence that mirrored the faith his sponsors placed in him. The newfound swagger was clear on the track, too.

Last season, the fresh face of RCR’s No. 8 car bagged support from long-standing partners like Cheddar’s, 3CHI, Alsco, BetMGM, and Lenovo, alongside nine other firms. This was a far cry from his days decked out in M&M’s and Skittles colors, courtesy of Mars Incorporated.

Watch This Story: Kyle Busch Brings In Another Sponsor for Richard Childress Racing

Getting a hemp sponsor on board wasn’t a walk in the park. RCR had to jump through hoops, presenting their case to NASCAR face-to-face in September 2021. They had to toe the line with specific guidelines to get the green light, ensuring 3CHI was aligned with TV network standards. By December 2021, 3CHI was good to go, even getting the nod to peddle some of their wares—like pain creams and THC gummies—at tracks in hemp-friendly states.

But now, with the possibility of another sponsorship shake-up, Kyle Busch faces the heat to outdo his 2023 performance, keeping his eyes peeled for new deals. The silver lining? A fresh sponsorship deal was inked just before the 3CHI news hit the fandom.

Kyle Busch and RCR have a +1 and -1 sponsor now

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RCR’s recent announcement brought good news as Lucas Oil revved up to return to the No. 8 Chevrolet for a handful of races in 2024. Cheddar’s also jumped on the bandwagon, not just renewing their partnership but going the distance with a multi-year commitment.

But apparently, there’s a new player in the arena. On January 9, 2024, RCR pulled the covers off their latest alliance with Rebel Bourbon. The dual-year deal means Busch’s #8 will flaunt the bourbon brand’s colors across the track in several races over both the ’24 and ’25 seasons.

Torrey Galida, the big boss at Richard Childress Racing, tipped his hat to this new partnership. “Rebel Bourbon’s award-winning wheated recipe is known for defying trends and being unapologetically bold, which are arguably all qualities that have contributed to the success of both Richard Childress Racing and Kyle Busch. We’re proud to partner with Rebel Bourbon and to help further introduce their surprisingly smooth but never soft-spoken spirits to Nascar fans.”

So, while Kyle Busch’s team is raising a glass to their new deal with Rebel Bourbon, they might also be waving goodbye to 3CHI. It’s turning out to be a bit of a give-and-take in the sponsorship world for team #8 and Co.

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