NASCAR and The Rolling Stones Join Forces
NASCAR announced a partnership with the iconic rock group The Rolling Stones to create a music video that features three of its youngest drivers — Connor Zilisch, Carson Hocevar and Jesse Love — as members of a touring band. The visual, set to the track “In The Stars” from the band’s recently released album Foreign Tongues, reimagines the sport’s future through a rock‑lens.
The video showcases the drivers dressed in 90s‑style leather jackets and jewelry, performing on a makeshift stage before ending with them at the track in fire suits, signing autographs and posing with fans. This visual narrative marks a departure from traditional racing promotions, aiming to capture the imagination of both long‑time NASCAR followers and a younger, music‑driven audience.
Alongside the video, a limited‑edition merchandise collection and vinyl editions of Foreign Tongues will be released, giving fans tangible connections to the collaboration. Megan Malayter, vice president of licensing and consumer products for NASCAR, explained that the organization was approached by the band’s representatives and saw an opportunity to merge two cultural powerhouses.
For the drivers, the experience was more than a professional milestone. Connor Zilisch, a self‑described music enthusiast, said the partnership deepened his appreciation for the Stones’ catalog, while Carson Hocevar and Jesse Love described the shoot as a memorable blend of speed and rhythm.
A Strategic Play for a New Generation
NASCAR’s outreach to The Rolling Stones reflects a broader strategy to diversify its fan base. By tapping into the band’s enduring appeal, the sport hopes to attract older listeners who may have grown up with classic rock while simultaneously engaging younger viewers who discover racing through music and pop culture crossovers.