NASCAR issued a press release on Tuesday afternoon announcing its first-ever Pit Road Entitlement Sponsor. This will be the wine-based ready-to-drink, Fuel by Franzia. They will add new elements, sponsorship and signage, and pit road experiences. The 21+ age group will have the opportunity to check out this new product at NASCAR events.
Fuel by Franzia is a sub-brand of The Wine Company, Franzia. As bottled/canned drinks have become a big trend in recent years, we now see a wine-based option. These will feature multiple flavors, including Tiger’s Blood, Margarita Rush, and Hard Punch.
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The Pit-Road Entitlement Sponsorship will include a few marketing add-ons. Fans can stay tuned for promotions, content, and on-track activations, according to NASCAR’s press release. Fuel by Franzia will “own pit road,” with signage throughout the pit entry, exit, and more.
NASCAR Adds Innovative 21+ Sponsor
Aug 10, 2025; Watkins Glen, New York, USA; NASCAR Cup Series driver Ross Chastain (1) leads a group of cars during the Go Bowling at The Glen at Watkins Glen International. Mandatory Credit: Rich Barnes-Imagn Images© Rich Barnes-Imagn Images
(© Rich Barnes-Imagn Images)
NASCAR has always embraced its fans, and they have not shied away from 21+ products. Currently, many teams and drivers carry multiple nicotine sponsorships, including Grizzly, ZYN, Zone, and others.
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In terms of alcohol-based sponsorships, NASCAR also features Busch, Monster’s “Nasty Beast,” and Cabo Wabo. As featured in NASCAR’s now “Hell Yeah” commercial, they literally state to “grab a beer” and enjoy the race. It is something they promote for a good time and, of course, responsibility.
This is a new addition to NASCAR’s list of sponsors, which runs nearly 60 deep. Their premier sponsors include Busch Light, Coca-Cola, Freeway Insurance, and Xfinity. Interestingly, the NASCAR Cup Series itself no longer has any naming sponsor. They used to feature Nextel and Spring, but now it is just the “Cup Series.”
This sponsorship chooses to side with NASCAR’s new marketing campaign that connects to their roots. In a statement, Helen Kurtz, Chief Marketing Officer said, “NASCAR delivers unmatched, full-throttle energy and a deeply connected fan base — and that’s exactly where Fuel by Franzia belongs.”
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NASCAR will feature Fuel by Franzia on a more select basis at NASCAR-owned tracks, including Daytona, Talladega, Kansas, and at the neutral Naval Base Coronado in San Diego.
This story was originally published by Athlon Sports on Feb 10, 2026, where it first appeared in the Racing section. Add Athlon Sports as a Preferred Source by clicking here.
