CELSIUS Essential Energy will return as a primary sponsorship partner of Kaulig Racing and AJ Allmendinger during the 2024 NASCAR season.
“I’m excited about our continued partnership with CELSIUS,” said Allmendinger in a team release. “To see the growth of CELSIUS, even since I joined the team in 2019, has been really special. CELSIUS is the go-to energy drink for my team and I, and it was definitely fun to have it as part of our victory lane celebrations last season. We’re going to have a fun season as this brand continues to grow, and I look forward to representing them on and off the track.”
The energy drink brand, which debuted as a primary sponsor with Kaulig Racing in 2021, will serve as the primary sponsor for Allmendinger in multiple events this season between the NASCAR Cup Series and NASCAR Xfinity Series, including the Daytona 500. The remainder of the primary sponsorship schedule for CELSIUS will be announced at a later date.
Additionally, CELSIUS will continue in its role as the Official Energy Drink Partner of Kaulig Racing.
According to team president Chris Rice, CELSIUS serves as an integral piece of the Kaulig Racing family in more ways than just as a billboard on the race cars.
“CELSIUS has always been important to everyone at Kaulig Racing,” said team president, Chris Rice. “We encourage all our employees to take time for their health and fitness, and having a long-time partner that not only encourages the same, but aids our employees in doing so, is awesome. It means a lot to us to continue this partnership as we go into our ninth season with CELSIUS.”
Two of Allmendinger’s three NASCAR National Series wins in 2023 came with CELSIUS as his primary sponsor. Allmendinger won the NASCAR Xfinity Series event at Circuit of the Americas with the brand on his race car, and he visited victory lane in the Bank of America ROVAL 400 NASCAR Cup Series event at the Charlotte Motor Speedway ROVAL with the brand on his car.
Allmendinger is set for a full-time return to the NASCAR Xfinity Series this year after moving to full-time NASCAR Cup Series action for Kaulig Racing in 2023.