The partnership
NASCAR announced a multi‑year collaboration with the legendary British rock group the Rolling Stones to celebrate the band’s 25th studio album, ‘Foreign Tongues’. The alliance brings together the high‑speed world of stock car racing and the timeless swagger of classic rock, aiming to capture the imagination of both longtime racing enthusiasts and a new generation of fans.
Young drivers Connor Zilisch, Carson Hocevar and Jesse Love were selected to appear in the promotional music video for the album’s lead single, ‘In The Stars’. In the clip the trio adopts the persona of a touring rock band, swapping helmets for leather jackets, playing cards at a roadside bar and even scribbling the number 77 on a sleeping teammate’s cheek in a nod to the sport’s quirky traditions.
Megan Malayter, vice president of licensing and consumer products for NASCAR, said the partnership leverages the Stones’ iconic status to satisfy older fans while expanding the sport’s appeal to younger audiences. ‘We wanted to create something that feels authentic to both worlds,’ she explained, noting that the collaboration also includes a line of merchandise featuring the Rolling Stones logo alongside NASCAR branding and limited‑edition vinyl releases.
The merchandise collection, which will be sold through both NASCAR and music retailers, showcases designs that blend the familiar NASCAR fire‑suit aesthetic with the band’s distinctive graphics. In addition, special vinyl editions of ‘Foreign Tongues’ will be pressed with custom covers that incorporate the logos of both NASCAR and the band’s longtime sponsor, Spire Motorsports, which fields the drivers in the video.
Garrett Mitchell, better known online as the automotive influencer ‘Cleetus McFarland’, also makes a cameo in the video, adding a layer of digital‑age cross‑promotion. The final scene shows the three drivers in their fire suits at a racetrack, signing autographs and posing for photos with fans, underscoring the intent to bridge the gap between the track and the concert hall.
Carson Hocevar, who wrote ‘77’ on Zilisch’s cheek during filming, said he enjoys seeing NASCAR experiment with new ways to engage potential fans. ‘It’s a fun way to bring music into the garage,’ he remarked, while Jesse Love added that he grew up listening to Foo Fighters, Linkin Park and the Red Hot Chili Peppers, and now finds himself drawn to the Stones’ catalog after joining the project.
Connor Zilisch, a self‑described music fan who once favored Foo Fighters, Linkin Park and the Red Hot Chili Peppers, confessed that the collaboration has deepened his appreciation for the band’s legacy. He described the shoot as a nostalgic trip, recalling how he dressed in 90s‑era leather and jewelry to embody the era that inspired the video’s aesthetic.
The Rolling Stones were inducted into the Rock and Roll Hall of Fame in 1989, a milestone that underscores their enduring influence. By partnering with NASCAR, the band taps into a sport that, like rock ‘n’ roll, thrives on high energy, spectacle and a devoted fan base that spans generations.
NASCAR’s outreach extends beyond the video, with plans to host listening parties at select race venues, offering fans the chance to experience the album in a setting that blends the roar of engines with the thump of classic rock rhythms. This initiative reflects a broader strategy to diversify the sport’s cultural footprint.
While the collaboration is primarily commercial, it also signals a shift in how traditional sports leagues are exploring cross‑industry partnerships to stay relevant in an increasingly fragmented entertainment landscape. For the Rolling Stones, the alliance provides a fresh platform to reach audiences who may have never attended a NASCAR event.
The partnership’s geographic footprint includes events in Illinois, where the drivers were filmed at a track near Joliet and later appeared in Chicago for fan interactions. Both locations are highlighted in the promotional material, reinforcing the regional tie‑ins that help local fans feel part of the experience.