Tuesday, November 28, 2023

Celsius Expands Relationship with Kaulig Racing, Serving as Multi-Race Primary Sponsor

Celsius NASCAR Cup Series Kaulig Racing Justin Haley AJ Allmendinger
Celsius, the official energy drink of Kaulig Racing, will expand its relationship for the organization, serving as a multi-race primary sponsor of both the team’s NASCAR Cup Series entries – driven by Justin Haley and AJ Allmendinger. (Photo by Tim Parks/HHP for Chevy Racing)

Celsius, which serves as the official energy drink for Kaulig Racing, has signed on for a multi-race primary sponsorship deal in the NASCAR Cup Series for the upcoming season, between the team’s two full-time drivers – driven by Justin Haley and AJ Allmendinger.

The company’s sponsorship campaign, which includes primary sponsorship with Kaulig Racing, Spire Motorsports, and Live Fast Motorsports, alongside others, will begin with the Busch Light Clash.

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The company’s sponsorship campaign with Kaulig Racing will start with primary placement on Justin Haley’s No. 31 Chevrolet Camaro in the Busch Light Clash at the LA Memorial Coliseum.

Having joined forces with Kaulig Racing upon its inception in 2016, the company first ventured into NASCAR Cup Series sponsorship with the organization last season, partnering with Justin Haley, Daniel Hemric, and AJ Allmendinger for a combined four events. In said events, the company earned its first top-10 as a sponsor at NASCAR’s top-level, with a ninth-place result by Allmendinger at Las Vegas.

“We are thrilled to be back with Kaulig Racing for the 2023 season,” said Kyle Watson, CELSIUS® VP of Marketing. “CELSIUS® continues to drive performance for the new generation of athletes, including AJ (Allmendinger) and Justin (Haley). We are excited to help fuel Kaulig drivers with Essential Energy and continue growing our partnership with Kaulig Racing for the 2023 season and beyond.”

Celsius is functional, Essential Energy, a better-for-you, premium alternative to traditional energy drinks. Made with a clinically proven formula of energy-boosting ingredients, seven essential vitamins, and zero sugar, Celsius was created to help people LIVE FIT, exceed their goals, and elevate their everyday lives.

For the upcoming season, Celsius has also expanded its primary sponsorship to cover a number of drivers and organizations, including Corey LaJoie and Spire Motorsports, Live Fast Motorsports, and ARCA Menards Series driver Logan Misuraca.

“Health and fitness are extremely important to everyone at Kaulig Racing,” said Chris Rice, president of Kaulig Racing. “Each one of our drivers, are true athletes and are very disciplined with their routines. CELSIUS® has become an integral part of our drivers’ daily lives, as they prepare to race hundreds of miles each weekend. We can’t wait to continue growing this partnership.”

In addition to their primary sponsorship deal, Celsius will also serve as an associate partner of Kaulig Racing’s NASCAR Xfinity Series entries in 2023.

Joseph Srigley
Joseph Srigleyhttps://tobychristie.com
University of Windsor | Business Administration - Supply Chain & Data Analytics Editor at TobyChristie.com

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