Sponsorships and NASCAR is a never-ending tale. Throughout the years there have been many iconic sponsorship pairings, be it STP and Richard Petty, Budweiser and Dale Earnhardt Jr, Fed Ex with Denny Hamlin, or DuPont and Jeff Gordon. When it comes to iconic sponsorships in other sports, certain brands stand out as game-changers. Think Michael Jordan and Nike, Tiger Woods and Rolex, or Tom Brady and Under Armour. Today, as a new generation of athletes rises, so are the brands of their era. Now, NASCAR superstar Kyle Larson has joined the elite list of athletes partnered with the viral sensation brand, following in the footsteps of Patrick Mahomes and Kevin Durant.

Yung Money embraced a new wave of sports drinks, partnering up with KSI and Logan Paul-created drink Prime.

Kyle Larson’s new viral partner

In today’s generation, the kind of brands that have entered the sports world have been really different from what their older counterparts were used to. As the demands of the time change, so do the brands. Enters Prime, a viral youth beverage brand co-founded by Logan Paul and KSI, has been making waves across the sports landscape. The brand has been going wild with its partnerships.

Now in another iconic partnership, former NASCAR world champion Kyle Larson took to Instagram to flaunt his new collaboration with Prime Drinks, giving fans a glimpse of how he stays fueled both on and off the track. Just before the Chili Bowl Nationals, Larson stylishly announced his partnership with Prime on Instagram. His first story featured a sleek bottle of Prime Ice alongside the caption: “Before @CBNationals, new Prime @drinkprime.” A second story followed soon after, with the caption: “Winners drink Prime Ice @drinkprime.” It was a simple yet effective way to show his alignment with the brand, tying it directly to his performance in one of the most celebrated dirt track events in motorsport.

This is not in any way the first time that they have been going viral with a partnership. Previously their endorsement campaigns with NFL star Quarterback Patrick Mahomes and NBA Star Kevin Durant had took the world by storm. Prime once again goes viral, as Kyle Larson live from the Chilli Bowl joins the party with these iconic stars. Prime energy drink, which started as a hydration drink rapidly turned into a cultural phenomenon, becoming a must-have among Gen Z and beyond.

With its vibrant branding, massive social media campaigns, and celebrity endorsements, Prime has quickly cemented itself as more than just a drink, it’s a lifestyle brand in the eyes of many. The brand has already partnered with some of the biggest names in sports, including Israel Adasenya, FC Barcelona, Arsenal, Floyd Mayweather, and popular YouTube streamer iShowSpeed. Now, NASCAR has entered the fold with the likes of Kyle Larson. The 2021 Cup Series Champion is widely regarded as one of the most talented drivers of his generation, and his association with Prime signals the brand’s growing influence in the motorsports world too, as this space is mostly dominated by Monster, Red Bull, and Gatorade.

Larson’s partnership with Prime isn’t just a win for the driver—it’s a win for NASCAR as a whole. For years, the sport has sought to capture a younger audience, and partnerships like this could be a step in the right direction. Prime’s massive social media presence and youthful appeal align perfectly with NASCAR’s goals of rejuvenating its fanbase. By associating with Larson, one of the sport’s most marketable stars, Prime helps bridge the gap between motorsports and mainstream youth culture.

This partnership also underscores the growing recognition of NASCAR drivers as elite athletes once again. For a long time, in the last 2 decades, motorsports wasn’t viewed on the same level as traditional sports like football or basketball. However, deals like Larson’s with Prime prove that drivers are not only incredible competitors but also influential figures worthy of representing global brands.

How did Kyle Larson kick things off at the Chili Bowl Nationals 2025?

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Kyle Larson‘s participation in the Chili Bowl Nationals wasn’t a secret. It’s been one of the biggest things on NASCAR fans’ off-season calendar. Kicking things off at the event, Yung Money won the first of the five preliminaries, booking himself a spot for Saturday’s dirt midget car championship feature. Starting fourth, Larson faced some difficulties managing the race. At one point, he fell back to seventh place at one point in the race. However, he ultimately managed to secure the win in the 25-lap race.

Speaking about the victory, he said, “The yellows definitely helped. I  think it just kind of brings the pace down. People get kind of moving around, track is a litter dirtier, you get out of your rhythm. So yeah, it helped me. We just found a way, which was nice, but we’ve still got to get a lot better for Saturday” 

Larson’s not the only NASCAR driver making waves at the Chili Bowl Nationals. Joe Gibbs Racing star Christopher Bell marked his return to the event after 2 years, jumping straight into the Chili Bowl Race of Champions.