The Rolling Stones have announced a partnership with NASCAR that ties the band’s upcoming album, Foreign Tongues, to the high‑speed world of stock‑car racing. The collaboration marks a deliberate crossover where the raw energy of rock meets the precision of motorsport, creating a joint narrative that will unfold across multiple platforms.
At the heart of the deal is a one‑of‑a‑kind vehicle that bears the band’s iconic logo and serves as the visual anchor of the campaign. The car, built in collaboration with NASCAR’s design team, will appear in a short film that features drivers Jesse Love, Connor Zilisch and Carson Hocevar, each bringing their own flair to the storyline.
A Hero Film That Bridges Two Worlds
The hero film captures the shared ethos of performance, precision and showmanship that defines both rock concerts and stock‑car races. By weaving together footage of roaring engines with the band’s signature stage presence, the video aims to resonate with fans of music and motorsport alike, illustrating how two seemingly different cultures can converge on a common rhythm.
Beyond the screen, the partnership includes exclusive merchandise that will be released alongside the album’s streaming debut on July 10. Fans can expect limited‑edition apparel, collectibles and digital content that celebrate the fusion of sound and speed, offering a tangible way to engage with the collaboration.
The synergy extends to the track itself, where the NASCAR Cup Series race on June 28 will serve as a launchpad for the campaign. The event, broadcast on TNT, will kick off the 2026 In‑Season Challenge and feature drivers Tyler Reddick and Denny Hamlin, who will carry the spirit of the partnership into the race weekend.
Activations are planned in Chicago and Sonoma, locations that will host fan experiences ranging from listening parties to behind‑the‑scenes tours of the custom vehicle. These stops underscore the geographic breadth of the collaboration, linking the band’s roots in the United States with NASCAR’s nationwide footprint.
A Shared Spirit of Performance
Both The Rolling Stones and NASCAR have built legacies on pushing boundaries and delivering unforgettable moments. By aligning their strengths, the two entities aim to highlight a universal theme: the relentless pursuit of excellence, whether on a concert stage or a checkered flag. This narrative thread ties the album’s release to a broader cultural conversation about creativity, competition and the thrill of the chase.