The 2025 season is going to start with a bang. The NASCAR Cup Series is going back to a hallowed racetrack for its season-opening Clash event. The over-five-decade-old event will be held at Bowman Gray Stadium, an iconic venue where NASCAR last ran a race in 1971. Now the ‘Madhouse’ is back in the schedule – but that is not the only jaw-dropping change.

Anheuser-Busch has been a mainstay in NASCAR since 1978 when it sponsored the Busch Pole Award. But most notably, in 1979, it launched the Busch Clash. It served as the event’s primary sponsor for decades, albeit with a few brand name changes. But now NASCAR’s rising trend to distance itself from beer has touched the Clash as well – to the shock of fans.

NASCAR severing ties with old partner

A breaking relationship reveals its fissures over a long time. NASCAR and Anheuser-Busch’s roots go deep, but the cracks were visible earlier. In December 2017, the sport announced its break-up with another beer brand, MillerCoors, a long-standing partner who sponsored legends like Rusty Wallace. Richard Petty himself said he would never carry an alcohol brand’s logo on his No. 43 car. At the end of 2023, the Busch brand stepped away from its bountiful relationship with Stewart-Haas Relationship and joined Ross Chastain in Trackhouse Racing. The $98.5 billion worth beermaker has been the title sponsor of the Busch Light Clash in Los Angeles since 2020 – but as the venue changed, their significance also dropped.

Now NASCAR heads to Bowman Gray Stadium located in Winston-Salem, North Carolina. Cook Out, one of the fastest-growing family restaurant chains, will be the title sponsor for the now-renamed Cook Out Clash on February 2nd. Based in the Winston-Salem area since 1989, Cook Out has cooked sizzling burgers as part of the “best combos in town.” The popularity of this food joint is visible in its expansion to 340 locations across 10 states.

While Anheuser-Busch’s presence melts away, Cook Out’s command continues to grow. It is already the entitlement partner for the Cook Out 400 at Martinsville Speedway and Richmond Raceway, and the Cook Out Southern 500 at Darlington Raceway. A special addition to the Bowman Gray event is NASCAR Hall of Famer Bobby Labonte, driving the No. 18 Cook Out Modified. Ben Kennedy, NASCAR’s Executive VP, said: “It is incredible to have Cook Out as part of this historic weekend at Bowman Gray Stadium. Their support takes it to the next level, and we look forward to working with them to make it a weekend that fans will never forget.”

Indeed, this announcement surprised fans, who showered their comments on social media.

Shock move elicits surprise

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Well, the iconic ‘Busch Light Clash’ name had a certain ring to it. Bidding adieu to it is sure to take some time, as fans tried to dissect NASCAR’s reasons behind the decision. First of all, we are shifting from the warmer climate of Los Angeles, California to the freezing cold of Winston-Salem, North Carolina. In addition to checking the temperature, the sport’s executives also checked what delicacies North Carolinians would enjoy. One fan wrote, “This is the most North Carolina thing possible. I know they sponsored Darlington races, but they’re from the Triad area so this is a true hometown sponsor.” Another fan chimed with the same theory: “Would have thought Busch had their name to this event again but this is probably the most Central NC sponsor they could have gotten.”

Cook Out co-owner Jeremy Reaves has a personal entanglement in the sport as well. His son Max Reaves will drive the No. 18 Cook Out Toyota in ARCA Menards Series East events this year. So one fan suggested this latest move is related to family interests: “Owners kids have started racing (ones in pro late models, the other’s still in karts and bandoleros) so dad’s just been throwing money at all the racing stuff ever since.” Besides sponsoring three Cup races, Cook Out also sponsors the NASCAR Youth Series and is an active sponsor at the grassroots level. So somebody else suggested further expansion: “I’m just waiting for Cook Out to be announced as the newest series sponsor at this point.”

Besides, the fast-food joint is a family favorite in the ‘Madhouse’ locality. The Cook Out burgers have watered residents’ mouths since 1989, and one fan is hoping for the same for the Clash event. “I’m just waiting for Cook Out to be announced as the newest series sponsor at this point.”

Evidently, Anheuser-Busch has its replacement. Fans, although a bit surprised, are ready to develop a craving for burgers at the upcoming Clash race.