Rebel Bourbon, a Bardstown, Kentucky-based bourbon, will serve as a primary sponsor for Kyle Busch and the No. 8 Richard Childress Racing NASCAR Cup Series team in a multi-race, multi-year deal that was announced on Tuesday.
Additionally, the award-winning Rebel Bourbon will be named the official bourbon of Richard Childress Racing. For Rebel Bourbon, partnering with Richard Childress Racing and Kyle Busch was the perfect fit for its brand.
“We looked at a lot of sponsorship opportunities across several different leagues, and this was the perfect fit,” said Philip Lux, brand manager for Rebel Bourbon. “We didn’t just want to put our logo on something and call it a day. We wanted a team who does their own thing and embodies the essence of our brand. With Kyle and the RCR team, we found the perfect partner to bring the spirit and attitude of the Rebel brand to fans who feel the same way.”
The brand will adorn the No. 8 Chevrolet Camaro ZL1 in select races in 2024 and 2025 beginning with the spring event at Richmond Raceway on Sunday, March 31.
Richard Childress Racing says that the bourbon brand shares a lot of the same qualities as the iconic race team.
“Rebel Bourbon’s award-winning wheated recipe is known for defying trends and being unapologetically bold, which are arguably all qualities that have contributed to the success of both Richard Childress Racing and Kyle Busch,” said Torrey Galida, president of Richard Childress Racing. “We’re proud to partner with Rebel Bourbon and to help further introduce their surprisingly smooth but never soft-spoken spirits to NASCAR fans.”
In a press release from the team, RCR states that it will also provide Rebel Bourbon with strategic content, and marketing and communications to support the program.
In his first season with Richard Childress Racing, Kyle Busch delivered three wins to bring his NASCAR Cup Series career total to 63. Busch finished 14th in the overall point standings in 2023.