NASCAR is adding a rock-and-roll twist to race weekend.
The sanctioning body announced Tuesday a first-of-its-kind partnership with legendary rock band The Rolling Stones and longtime series partner Goodyear, bringing together one of motorsports’ biggest brands and one of music’s most iconic groups ahead of the Chicago Street Race weekend.
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The collaboration extends well beyond merchandise, featuring limited-edition collectibles, an immersive fan activation and original content designed to connect NASCAR with audiences beyond traditional racing fans.
NASCAR’s newest partnership goes far beyond apparel
The collaboration arrives ahead of The Rolling Stones’ July 10 release of their new studio album, Foreign Tongues.
According to NASCAR, the partnership will include:
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An officially licensed NASCAR x The Rolling Stones merchandise collection highlighted by a co-branded racing jacket.
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Two limited-edition NASCAR-themed vinyl pressings of Foreign Tongues.
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A custom NASCAR show car transformed into a Rolling Stones listening lounge that will appear throughout Chicago before race weekend.
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Original digital content featuring NASCAR drivers Jesse Love, Connor Zilisch, Carson Hocevar and creator-driver Cleetus McFarland.
Fans attending the Chicago Street Race festivities will also have an opportunity to visit the NASCAR x Rolling Stones Racing Record Player experience at several locations throughout the city, including Navy Pier, Plaza of the Americas and the Chicagoland Speedway Fan Zone.
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NASCAR continues expanding beyond motorsports
The partnership represents another example of NASCAR expanding its reach through major entertainment brands.
“For generations, NASCAR and The Rolling Stones have captivated fans through unforgettable live experiences and a shared spirit of performance,” NASCAR Vice President of Licensing and Consumer Products Megan Malayter said in a statement. “While one takes place on the race track and the other on the stage, both are fueled by passion, energy and life on the road.”
She added that the collaboration will give fans exclusive content, collectible vinyl and immersive experiences that celebrate the connection between racing and rock ‘n’ roll.
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The centerpiece of the campaign is a hero film that follows Love, Zilisch, Hocevar and McFarland as if they were members of a touring rock band, blending race-week imagery with music-inspired storytelling.
The announcement comes as NASCAR continues investing in crossover partnerships designed to introduce the sport to new audiences. In recent months, the sanctioning body has expanded collaborations that stretch beyond racing while using marquee events like the Chicago Street Race to showcase the sport in new ways.
For fans, the result is a race weekend that will include far more than on-track action, with music, collectibles and interactive experiences becoming part of the event alongside the Cup Series competition.
