Trackhouse Entertainment Group has forged a marketing partnership with Dana White, entrepreneur and President of UFC, which will see both entitles align on common initiatives in sports, entertainment, and sponsorship.
The first collaboration within this partnership was announced on Tuesday, in the form of White’s Howler Head Kentucky Straight Bourbon Whiskey, which will serve as the primary sponsor of Ross Chastain’s No. 1 Chevrolet Camaro in Sunday’s Busch Light Clash at the Los Angeles Coliseum.
“I love the vision that Justin Marks has for Trackhouse,” said UFC President Dana White. “I’m excited to be a part of it and my two favorite things are fast cars and Howler Head. I’m so excited that we’ll be making our first NASCAR appearance this weekend. This is an absolute badass car, and I can’t wait to see it compete on the track at the Coliseum on Sunday.”
The 2022 Busch Light Clash will be held from inside the LA Memorial Coliseum, in one of the sanctioning body’s biggest exhibition events in decades. FOX Sports’ six-hour coverage of the event will begin at 3:00 pm / ET.
“Partnering with someone like Dana is what this Trackhouse mission is all about,” said Marks who brought in entertainer Pitbull as a team partner last year as part of its off-track effort to expand the sport’s fan base beyond its normal demographic.
“We want to transcend our sport, work with innovative minds and powerful brands, and Dana White, along with Howler Head and UFC exemplify that. Dana’s influence, vision, and passion are inspiring and I’m looking forward to working with him on amplifying both our brands and hopefully along the way, learning from him as well.”
Howler Head is the original banana-flavored super-premium Kentucky Straight Bourbon Whiskey and is the official flavored whiskey partner of UFC.