Rockstar Energy Announces Return to NASCAR with 23XI Racing Partnership

Rockstar Energy has officially announced its return to NASCAR through a high-profile partnership with 23XI Racing and breakout star Tyler Reddick.

The multi-year agreement marks the first in a series of planned investments by the energy drink brand into elite sports performance as it seeks to redefine its “LIVE LOUD™” identity within the global sporting landscape.

The timing of the partnership coincides with a historic run for Reddick, driver of the No. 45 Toyota Camry XSE. Reddick has electrified the 2026 NASCAR Cup Series season, becoming the first driver in the sport’s 78-year history to win the opening three races, including the Daytona 500.

Highlighting Reddick’s fearless style as a catalyst for the brand’s evolution, senior director of Sports and Music at Rockstar Energy, Steve Mateus, said: “His relentless drive mirrors a mindset of pushing limits, making him a natural extension of a brand that celebrates intensity, individuality, and unapologetic ambition.” 

Having secured four victories in the first six rounds, Reddick has established himself as a championship frontrunner and a premier commercial asset for the team co-owned by NBA legend Michael Jo1rdan and three-time Daytona 500 winner Denny Hamlin.

The Rockstar-branded No. 45 Toyota will make its on-track debut at Talladega Superspeedway on April 26th, with Reddick donning a matching fire suit and helmet.

Expressing his enthusiasm, Reddick , said: “Joining Rockstar Energy now is the right fit for both of us.”

“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.”

Emphasising that the deal reflects the team’s commitment to excellence, 23XI team president, Steve Lauletta, added: “Aligning with an athlete and team performing at this level speaks volumes to where the brand is headed in this new chapter.” 

From a strategic standpoint, the partnership allows Rockstar to leverage 23XI’s growing cultural influence. Since its debut in 2021, 23XI has been a driver of change within the sport. The team currently features a diverse three-car lineup:

• Bubba Wallace (No. 23): The second African American driver to win in the Cup Series, representing 6% of the 34 full-time drivers in the 2026 field.
• Tyler Reddick (No. 45): The 2024 Regular Season Champion and current historical record-holder for the 2026 season start.
• Riley Herbst (No. 35): The newest addition to the team’s expanded full-time roster.

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