NASCAR sponsorships have long been a cornerstone of the sport, producing iconic pairings like Richard Petty and STP or Jeff Gordon and DuPont. But in a new era of brand collaborations, NASCAR superstar Kyle Larson has joined the elite ranks of global athletes by partnering with Prime, the viral sensation beverage co-founded by Logan Paul and KSI. The move signals a cultural shift in motorsports sponsorships, as Prime breaks into a space traditionally dominated by brands like Monster, Red Bull, and Gatorade.
Kyle Larson and Prime: A Winning Combination
Ahead of the prestigious Chili Bowl Nationals, the 2021 NASCAR Cup Series champion unveiled his partnership with Prime in a sleek and understated fashion. Taking to Instagram, Larson shared stories featuring a bottle of Prime Ice, captioned:
“Before @CBNationals, new Prime @drinkprime.”
He followed with another post, simply stating: “Winners drink Prime Ice @drinkprime.”
The collaboration isn’t just about beverages—it’s a cultural statement. Prime, which started as a hydration drink, has become a lifestyle brand, captivating Gen Z and beyond with its vibrant aesthetics, viral campaigns, and celebrity endorsements.
Prime’s Expansion into Motorsports
Prime’s meteoric rise in the sports world has already seen partnerships with heavyweights like Patrick Mahomes, Kevin Durant, and Floyd Mayweather, as well as global brands like FC Barcelona and Arsenal. Adding Kyle Larson to its roster marks Prime’s first major step into motorsports, an arena dominated by energy drink powerhouses.
The collaboration is a significant coup for Prime, bringing the brand into the high-speed, adrenaline-fueled world of NASCAR. For Larson, it’s an opportunity to align with a brand that embodies the fresh, vibrant energy he brings to racing.
A Changing Landscape in Sports Sponsorships
Prime’s presence in NASCAR highlights a broader trend: the evolution of sponsorships to meet the preferences of younger, more digitally connected audiences. Unlike legacy brands that relied on traditional advertising, Prime thrives on social media, leveraging influencers and viral content to connect with fans.
Kyle Larson’s partnership signals that NASCAR is ready to embrace this shift. As one of the sport’s most talented and marketable stars, Larson bridges the gap between NASCAR’s traditional roots and a future driven by dynamic, youth-oriented brands.
Prime: More Than Just a Drink
Since its launch, Prime has transcended its status as a beverage to become a global cultural phenomenon. From its bold branding to its influencer-led marketing campaigns, the drink has carved out a space as a must-have accessory in sports and pop culture. Its collaborations with stars like Israel Adesanya, iShowSpeed, and now Kyle Larson, reinforce its status as a brand for winners and trendsetters.
The Future of Prime and NASCAR
Larson’s partnership with Prime signals exciting possibilities for the future of NASCAR sponsorships. With Prime’s proven ability to dominate social media and capture attention across sports, this collaboration has the potential to introduce a new generation of fans to the sport.
As Prime continues its rapid expansion into new markets, its presence in NASCAR could be a game-changer, challenging established norms and creating fresh opportunities for athletes and brands alike.