Rahal Letterman Lanigan Racing and High Rock Vodka have revealed an expansive strategic partnership that will extend throughout the remainder of the 2022 NTT IndyCar Series season. The deal also makes High Rock the “Official Celebratory Partner of RLL”.
High Rock will be an associate sponsor for Graham Rahal for the remainder of the year, and will additionally serve as primary sponsor on his No. 15 Honda entry for the opening race of the Hy-Vee IndyCar Weekend doubleheader at Iowa Speedway on July 23. At the upcoming 106th Running of the Indianapolis 500 on May 29, High Rock will be branded across the engine cover of Rahal’s machine.
High Rock is a premium, handcrafted vodka by Sugarlands Distilling Company in a collaborative effort with Amy Earnhardt and two-time Daytona 500 winner Dale Earnhardt, Jr. This announcement furthers a relationship between Sugarlands and RLL, which began in 2021.
“I’m looking forward to working with Sugarlands in this new category, as well as with Dale and Amy. As the Earnhardt’s know, our sport has some of the most devoted fans who pride themselves in supporting our sponsors,” said Rahal, via team release. “Sugarlands and High Rock have a fun product, not only to enjoy, but in the experience they want their consumers to have from the fun ‘shines to the High Rock Moments and toasting to milestone memories in one’s life. There’s no doubt we’ll have a few of these High Rock Moments ahead of us this year to celebrate, and I’m looking forward to raising a glass of High Rock when it’s time to do so!”
Per the release, “collaboration with Digital Ally, Inc. and platinum-selling recording artist O.A.R., High Rock and RLL will present one of the more unique liveries in NTT IndyCar Series history” at the Big Machin Music City Grand Prix on the Streets of Nashville on August 7.
Christian Lundgaard’s No. 30 Honda will see Digital Ally “turn the design of its livery that weekend over to O.A.R., who will develop the artwork.” Digital Ally and its Shield Cleansers brand are the primary sponsors for that weekend’s event, which coincides with O.A.R. performaning at the Ascend Amphitheater in Nashville on Saturday, August 6.
“I’m proud to call Nashville home, so the opportunity to design a car for the Music City Grand Prix, which is the day after our concert at Ascend will make this a special weekend for myself and the entire band,” said O.A.R. drummer Chris Culos. “We’re thankful that Digital Ally has been gracious enough to turn over the design of its livery to us, and appreciate all the folks at High Rock, Sugarlands and Rahal Letterman Lanigan for making this happen.”
Sugarlands has a number of other strategic partnerships, including with the Atlanta Braves, Baseball Hall of Famer Chipper Jones, Boston Red Sox, New Orleans Saints, Grammy-nominated country superstar Cole Swindell, Major League Bow Hunting, and multiple Speedway Motorsports properties.
“Working with the team at Rahal Letterman Lanigan has been a fantastic experience and expanding our partnership to include the High Rock brand is a natural fit,” said Sugarlands Chief Revenue Officer Patrick Sullivan. “Integrating High Rock into our RLL partnership will increase awareness to a whole new group of racing fans while creating unique branding and activation opportunities, like the O.A.R. paint scheme in Nashville.”
