NASCAR and Anheuser-Busch have reached a multi-year agreement to ensure that Busch Light will continue as a Premier Partner of the NASCAR Cup Series, designation as the “Official Beer Sponsor of NASCAR”, as well as the continued title sponsor of the Busch Light Pole Award.
“At Anheuser-Busch, we strive to bring sports fans closer to the moments that matter year-round, and we’re thrilled to be continuing this relationship with NASCAR, building continued momentum with Busch Light, now the #2 fastest-growing brand in the beer category,” said Kyle Norrington, Chief Commercial Officer at Anheuser-Busch. “NASCAR and Busch Light fans are among the most devoted fans in the country and in 2025, together we’ll give our deserving fans more opportunities to connect to this sport than ever before.”
Since the 1990s, the Anheuser-Busch family of brands has created countless opportunities to interact and engage with age-appropriate NASCAR fans, including unparalleled access to iconic drivers, the development of distinct paint schemes, and brand-led initiatives like a Pit Stop Wedding by the track in Las Vegas.
Busch Light will begin the 2025 NASCAR season with a thrilling at-track fan experience dubbed “DATE-TONE”, turning the Daytona International Speedway into a one-of-a-kind speed dating experience designed to help fans find love off-screen and at NASCAR speed.
“The partnership between NASCAR and Busch Light is consistently noted as one of the most recognized in all of sports each and every year,” said Michelle Byron, NASCAR Executive Vice President and Chief Partnership and Licensing Officer. “Anheuser-Busch’s longstanding relationships at multiple levels across our sport have been paramount in cultivating new fans and driving fan loyalty for decades, and our partners at Busch Light are leading by example to find new ways to drive deeper fan engagement.”
Shifting fan engagement into high gear, NASCAR and Busch Light will launch an annual Busch Light summer music series in 2025, bringing together two long-standing passions of race fans: county music and cold, smooth Busch Light. The summer series includes five pre-race concerts throughout the season, at Texas Motor Speedway, Michigan International Speedway, Chicago Street Race, Iowa Speedway, and World Wide Technology Raceway.
Busch Light and Trackhouse Racing are also back together following their inaugural season as a major primary sponsor of Trackhouse Racing’s NASCAR Cup Series driver Ross Chastain. The company will continue to bring fans along for the ride with dynamic, specialty paint schemes throughout the 2025 season, starting with a refreshed Busch Light ‘Iconic’ scheme at the DAYTONA 500.
