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JTG Daugherty Racing Announces Season-Long Partnership with Sugarlands Distilling

The distilling company will serve as a co-primary sponsor of the No. 47 in one NASCAR Cup Series event this season.


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Ahead of the 2023 NASCAR Cup Series season, Sugarlands Distilling Company has forged a brand-new relationship with JTG Daugherty Racing and driver Ricky Stenhouse, Jr., the organization announced on Monday.

The season-long relationship will see Sugarlands become the 'Official Spirits Partner' of JTG Daugherty Racing, with the added bonus of co-primary sponsorship on the No. 47 Chevrolet Camaro in one event in 2023, which will be revealed in the future.

Additionally, the partnership will also allow the company's branding to be plastered on the firesuit of driver Ricky Stenhouse, Jr., and the No. 47 team's transporter, while giving the company onsite activation and hosting opportunities throughout the year.

In 2022, Sugarlands served as a co-primary sponsor of the No. 47 Chevrolet Camaro in the NASCAR Cup Series' annual trip to Watkins Glen International, for the Go Bowling at the Glen event.

“We have a deep connection to motorsports and its fans, from local short tracks up to the highest level of racing, the NASCAR Cup Series,” says Patrick Sullivan, Sugarlands Chief Revenue Officer. “We’re excited and grateful to partner with JTG Daugherty Racing in an expanded capacity in 2023, which will offer a great complement to our marketing efforts around grassroots racing.”

The upcoming season will mark the first full-season partnership for Sugarlands Distilling Co. with a NASCAR Cup Series organization, but the company has a long history within the sport.

Since launching in 2014, the company has collaborated with numerous different parties, including a limited-edition product release to commemorate Bristol Motor Speedway, Daytona International Speedway, and Talladega Superspeedway.

Last season, Sugarlands Distilling launched High Rock Vodka, a premium, handcrafted vodka, produced in partnership with Dale Earnhardt Jr. and Amy Earnhardt.

“We’ve elevated our partnership with Sugarlands for the 2023 NASCAR Cup Series season,” Ricky Stenhouse Jr. said. “They will be activating throughout the year with us starting at Daytona (International Speedway), and they will have nice visibility with the team. We look forward to promoting Sugarlands’ brands and continuing to grow our relationship.”

Additional NASCAR-focused products for Sugarlands Distilling Company are expected to be rolled out later this year.

Photo Credit: Chris Graythen, Getty Images, Courtesy of NASCAR Media