23XI Racing and Tyler Reddick, the driver of the team’s No. 45 Toyota Camry XSE in the NASCAR Cup Series, revealed a new major primary sponsorship partner on Thursday morning. Rockstar Energy is making a grand return to NASCAR and will join as a primary sponsor for Reddick, the 2026 Daytona 500 champion, who made history by winning the opening three races of the 2026 NASCAR Cup Series season.
According to a press release from Rockstar Energy, Reddick’s grit and determination on the track embody Rockstar’s LIVE LOUD™ identity– core to the brand’s evolution.
As part of its LIVE LOUD identity-core, Rockstar Energy will be investing heavily in music and sport, and the company says the partnership with Reddick and 23XI Racing is the warning shot for the energy drink industry. Reddick is elated to rock the yellow star Rockstar logo.
“Joining Rockstar Energy now is the right fit for both of us,” Reddick said. “From day one, it was clear we share that winner-take-all attitude. I’m fired up to rep the yellow star with the No. 45 team and bring Rockstar to victory lane this season.”
Rockstar will serve as a primary sponsor of Reddick’s No. 45 Toyota in select NASCAR Cup Series events this season, beginning with the Jack Link’s 500 at Talladega Superspeedway on April 26. In addition to he multi-race sponsorship, Reddick will be featured in the brand’s marketing campaigns, digital content, and on-track integrations.
Rockstar branding will also be seen on Reddick’s helmet, firesuit, and the No. 45 team’s equipment and hauler throughout the 2026 NASCAR Cup Series season.
Reddick’s ability to close on track, and his genuine personality is what led Rockstar Energy to land on the rising superstar to partner with its brand.
“Partnering with Tyler Reddick brings authenticity to a brand built around our LIVE LOUD™ culture and embracing life to the fullest. He’s fearless, high-energy, and thrives in high-stakes moments,” said Steve Mateus, Senior Director of Sports and Music at Rockstar Energy. “His relentless drive mirrors a mindset of pushing limits, making him a natural extension of a brand that celebrates intensity, individuality, and unapologetic ambition.”
The partnership with Rockstar Energy falls in line perfectly with what the 23XI Racing team has been seeking in long-term partners for its race team.
“Our goal is always to surround our drivers with partners that reflect their discipline, grit, and commitment to excellence – Rockstar’s ambition and support for Tyler signaled exactly that. Aligning with an athlete and team performing at this level speaks volumes to where the brand is headed in this new chapter,” said Steve Lauletta, 23XI team president. “Together, Rockstar and Tyler are poised to bring a lot of excitement to the track this season, and we look forward to seeing the partnership come to life.”
Reddick, who became just the third driver to ever win four of the opening six races of a NASCAR Cup Series season, joining Dale Earnhardt (1987) and Bill Elliott (1992), has amassed 12 victories in 226 career NASCAR Cup Series starts, nine of which have come driving for 23XI Racing since the 2023 season.
