Celsius to Serve as Primary Sponsor for Kaulig Racing in Multiple NASCAR Cup Series Races in 2023

Celsius, the official energy drink of Kaulig Racing, will expand its relationship with the organization and will be a primary sponsor of both of the team's NASCAR Cup Series entries with Justin Haley and AJ Allmendinger as the drivers.


hero image for Celsius to Serve as Primary Sponsor for Kaulig Racing in Multiple NASCAR Cup Series Races in 2023

Celsius, the official energy drink of Kaulig Racing, has come to terms with the race team on an extension of its partnership for the 2023 NASCAR Cup Series season. Per a press release from Kaulig Racing, the sponsorship extension includes a multi-race primary sponsorship deal between the team’s two full-time cars in the NASCAR Cup Series, which are driven by Justin Haley (No. 31) and AJ Allmendinger (No. 16).

“We are thrilled to be back with Kaulig Racing for the 2023 season,” said Kyle Watson, CELSIUS® VP of Marketing in the press release. “CELSIUS® continues to drive performance for the new generation of athletes, including AJ (Allmendinger) and Justin (Haley). We are excited to help fuel Kaulig drivers with Essential Energy and continue growing our partnership with Kaulig Racing for the 2023 season and beyond.”

The company’s 2023 sponsorship campaign with Kaulig Racing will start with primary placement on Justin Haley’s No. 31 Chevrolet Camaro in the Busch Light Clash at the LA Memorial Coliseum on Sunday, February 5th.

Having joined forces with Kaulig Racing upon its inception in 2016, Celsius first ventured into NASCAR Cup Series sponsorship with the organization last season, partnering with Justin Haley, Daniel Hemric, and AJ Allmendinger for a total of four races.

The best finish for the brand in its four races as the primary sponsor of a Kaulig Racing NASCAR Cup Series entry in 2022 was a ninth-place effort by Allmendinger at Las Vegas Motor Speedway in the fall.

Celsius is functional, Essential Energy, a better-for-you, premium alternative to traditional energy drinks. Made with a clinically proven formula of energy-boosting ingredients, seven essential vitamins, and zero sugar, Celsius was created to help people LIVE FIT, exceed their goals, and elevate their everyday lives.

“Health and fitness are extremely important to everyone at Kaulig Racing,” said Chris Rice, president of Kaulig Racing. “Each one of our drivers, are true athletes and are very disciplined with their routines. CELSIUS® has become an integral part of our drivers’ daily lives, as they prepare to race hundreds of miles each weekend. We can’t wait to continue growing this partnership.”

It's been a busy NASCAR offseason for Celsius, which has expanded its footprint within the sport to cover a number of drivers and organizations in the upcoming season, including Corey LaJoie and Spire Motorsports, Live Fast Motorsports, and ARCA Menards Series driver Logan Misuraca.

In addition to their primary sponsorship deal, Celsius will also serve as an associate partner of Kaulig Racing’s NASCAR Xfinity Series entries in 2023.

Photo Credit: Tim Parks/HHP for Chevy Racing