A Cross‑Genre Collaboration
NASCAR has entered into a first‑of‑its‑kind partnership with The Rolling Stones and Goodyear, uniting the high‑octane world of stock car racing with one of rock music’s most enduring acts. The collaboration will unfold during the upcoming Chicago Street Race weekend, weaving together elements of motorsport, music and fashion into a single, immersive experience.
Fans can expect limited‑edition merchandise, special vinyl pressings and a fully customized show car that will serve as a visual centerpiece for the event. A hero film will fuse race‑week footage with music‑inspired storytelling, creating a narrative that highlights the shared spirit of performance between NASCAR and the legendary band.
Original digital content featuring drivers Jesse Love, Connor Zilisch, Carson Hocevar and Cleetus McFarland will be rolled out across social platforms, giving supporters a behind‑the‑scenes look at the collaboration. The content will also promote the NASCAR x Rolling Stones Racing Record Player experience, a pop‑up installation that will appear at several Chicago locations during the weekend.
The partnership is designed to broaden NASCAR’s appeal beyond its traditional fan base, inviting music lovers and pop‑culture enthusiasts to engage with the sport. By aligning with a globally recognized entertainment brand, NASCAR aims to position itself at the intersection of sport, fashion and music.
Rock Album and Racing Spirit
The Rolling Stones' upcoming studio album, Foreign Tongues, is slated for release on July 10, adding a timely musical backdrop to the racing festivities. NASCAR Vice President of Licensing and Consumer Products Megan Malayter emphasized the common drive for excellence that both the sport and the band share, noting that the collaboration underscores a mutual commitment to high‑energy performance.
This alliance reflects a strategic move by NASCAR to partner with major entertainment entities, expanding its cultural footprint through collectibles, interactive experiences and cross‑promotional content that resonate with diverse audiences.
Chicago Street Race Weekend Preview
The Chicago Street Race weekend will feature a blend of music, collectibles and interactive installations alongside the on‑track competition. Attendees can explore the Racing Record Player experience, browse limited‑edition merchandise and engage with digital activations that bring together the worlds of racing and rock 'n' roll in a uniquely Chicago setting.