Island Brands USA, a lifestyle company that produces premium products across multiple segments in the adult beverage space, will partner with Kaz Grala and Sam Hunt Racing for the 2023 NASCAR Xfinity Series season, the company announced Wednesday.
The company, which enters its first partnership in professional motorsports, will serve as a primary sponsor for Kaz Grala’s No. 26 Toyota GR Supra in 16 NASCAR Xfinity Series events in 2023, beginning with the season-opening event at Daytona.
As part of the sponsorship, Island Brands USA will have separate paint schemes for the company’s brands Island Coastal Lager, and CRUSH, as well as branding on Grala’s firesuit and helmet.
Grala and Island Brands USA have similar origin stories in that both parties are young disruptors in their respective industries, and have already demonstrated excellence by winning major awards.
Island Brands recently ranked on the Inc. 5000 list of fastest-growing private companies in the world, while Grala became the youngest NASCAR winner in the history of Daytona International Speedway at the age of 18.
Through the sponsorship, Island Brands will reach NASCAR’s millions of fans, turbocharging the global awareness surrounding the company. For this occasion, the company brought on Hilary Johnson, an expert in the brand sponsorship space with prior experience at MolsonCoors and Penske Racing, as Director of Sports Marketing to oversee this and other initiatives.
“We couldn’t be more stoked about teaming up with Kaz [Grala] at this pivotal moment in his career as he joins the crew at Sam Hunt Racing,” said Scott Hansen, CEO, co-founder, and Chairman of the Board of Island Brands USA. “As a fast-growing lifestyle brand that caters to active and socially conscious consumers, Island Brands knows that NASCAR is a perfect place to expand our company’s reach and recognition throughout the world, and Kaz is the perfect partner for us.”
The 2023 NASCAR Xfinity Series campaign marks Kaz Grala’s first full season in the second-tier series, after competing part-time for several different organizations over the last half-decade. Grala will compete for Sam Hunt Racing, which expands to two full-time entries for the upcoming season.
“This partnership with Island Brands is a match made in heaven for me,” said Grala, driver of Sam Hunt Racing’s No. 26 Toyota Supra. “They’re a cool, young brand with clean beverages that fit my lifestyle perfectly. I know our fanbase is going to absolutely love each one of their products. Together, we’re going to help everyone find their island this year, and CRUSH the competition. See you in Daytona.”
Island Brands USA’s ‘Island Coastal Lager’ will serve as the primary sponsor in 11 NASCAR Xfinity Series events in 2023, at Daytona (February 18), Richmond (April 1), Martinsville (April 15), Dover (April 29), Nashville (June 24), New Hampshire (July 15), Watkins Glen (August 19), Daytona (August 25), Charlotte ROVAL (October 7), Homestead (October 21), and Martinsville (October 28).
Meanwhile, CRUSH, the company’s other brand, will serve as the primary sponsor of the No. 26 Toyota Supra at Atlanta (March 18), Talladega (April 22), Atlanta (July 8), Darlington (September 2), and Bristol (September 15).
