Green River Whiskey is set to partner with J.J. Yeley and NY Racing Team, as they attempt to qualify for the NASCAR Cup Series season-opener at Daytona International Speedway, known as the Daytona 500.
The brand will be prominently displayed on the No. 44 Chevrolet entry, as Yeley, a NASCAR Cup Series veteran, looks to put NY Racing in its third-ever Daytona 500. It’s the brand’s first foray into modern motorsports sponsorship.
With roots dating back to 1885, Green River Whiskey has overcome prohibition, shifting consumer trends, and natural disasters to rise once again as one of the fastest-growing American Whiskey brands.
Reintroduced in 2022, Green River is rapidly expanding, posied for distribution in 45 states this year with a range of expressions offering qualify and value, straight from the Kentucky Bourbon Trail.
Later this month the brand will launch its first major national advertising campaign in more than 100 years, pairing its rich history with a sense of authenticity and approachability that sets the brand apart from competition in the premium whiskey category.
“The Daytona 500 is more than just a race—it’s a proving ground for perseverance, skill, and a little bit of luck,” said Pete Marino, President of Bardstown Bourbon and Green River Distilling Co. “The horseshoe, a universal symbol of luck, has always been a part of the brand’s iconography and our bottle. On the No. 44 Green River Whiskey Chevrolet, it’s a symbol that we’re ready to chase history at the Great American Race.”
For Yeley, a long-time competitor in NASCAR’s National Series, this partnership is more than just a sponsorship — it’s about taking the opportunity to make a statement.
“I couldn’t be more excited to team up with Green River Whiskey for this monumental Daytona race,” said Yeley. “Their story of resilience, growth, and passion for their craft is exactly what it takes to compete at this level. Daytona is where legends are made, and with Green River Whiskey on board, we’re ready to take on the challenge and fight our way into the big race.”
Gren River is beloved and active in its community and known as “The Pride of Owensboro”, a region ripe with NASCAR heritage, sharing a hometown with Michael and Darrell Waltrip, both of whom are Daytona 500 winners.
The 2025 Daytona 500 is scheduled to take place on Sunday, February 16 at 2:30 PM ET on FOX, MRN, and SiriusXM NASCAR Radio Channel 90. However, being an open entry, Yeley will have to qualify the No. 44 into the season-opener.
