A Multi-Year Alliance Focused on Craftsmanship and Community
The announcement marks a strategic alignment between the premier U.S. motorsport sanctioning body and a craft vodka brand distilled ten times and triple filtered at the Buffalo Trace Distillery in Frankfort, Kentucky. Wheatley American Vodka will serve as the Official Vodka of NASCAR and as the entitlement partner of the exhibition race known as The Wheatley Vodka Clash, which is scheduled to take place on February 13, 2027 at Daytona International Speedway.
Beyond branding, the partnership will weave Wheatley into NASCAR’s year‑round marketing ecosystem. A custom 30‑second promotional spot will air across the sport’s broadcast platforms, while on‑site activations at the Clash will give fans the chance to sample the vodka in signature cocktails such as vodka sodas and American mules. This integration is designed to introduce the brand to NASCAR’s passionate and highly engaged fanbase.
Both organizations have also pledged a joint charitable program that will support service members and military veterans. While the specifics of the initiative are slated for future disclosure, the commitment underscores a shared dedication to community outreach and to honoring those who serve.
NASCAR, headquartered in Daytona Beach, Florida, functions as the governing body for a wide array of national and international racing series, overseeing major facilities and entertainment properties that draw millions of viewers each year. By aligning with a brand that emphasizes American tradition and craftsmanship, NASCAR aims to deepen the cultural resonance of its events and to create new avenues for fan interaction.
Industry observers note that the collaboration reflects a broader trend in sports sponsorship, where companies seek to leverage the emotional connection fans have with live events. For Wheatley, the partnership offers a high‑visibility platform to showcase its product narrative — one built around quality, heritage, and an easy‑to‑enjoy drinking experience — while NASCAR gains a partner that can amplify its reach beyond the track.