Richard Childress Racing Reaches Multi-Race, Multi-Year Deal With Rebel Bourbon

The award-winning bourbon brand will serve as the primary sponsor for Kyle Busch and the No. 8 team for select races in 2024 and 2025.

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hero image for Richard Childress Racing Reaches Multi-Race, Multi-Year Deal With Rebel Bourbon

Rowdy has become the Rebel. Starting with the 2024 NASCAR Cup Series season, Richard Childress Racing has reached a multi-race deal, which will see Rebel Bourbon serve as the primary sponsor for Kyle Busch and the No. 8 RCR team in select races during the 2024 and 2025 seasons.

According to a team press release on Tuesday, Richmond Raceway on March 31 will serve as the debut race for the brand on the No. 8 Chevrolet Camaro ZL1.

Rebel Bourbon feels a partnership with the legendary Richard Childress Racing team and two-time NASCAR Cup Series champion driver Kyle Busch is the perfect fit.

“We looked at a lot of sponsorship opportunities across several different leagues, and this was the perfect fit,” said Philip Lux, brand manager for Rebel Bourbon. “We didn’t just want to put our logo on something and call it a day. We wanted a team who does their own thing and embodies the essence of our brand. With Kyle and the RCR team, we found the perfect partner to bring the spirit and attitude of the Rebel brand to fans who feel the same way.”

RCR echoes the sentiment as the race team sees striking similarities between the race team and the bourbon brand.

“Rebel Bourbon’s award-winning wheated recipe is known for defying trends and being unapologetically bold, which are arguably all qualities that have contributed to the success of both Richard Childress Racing and Kyle Busch,” said Torrey Galida, president of Richard Childress Racing. “We’re proud to partner with Rebel Bourbon and to help further introduce their surprisingly smooth but never soft-spoken spirits to NASCAR fans.”

In addition to the primary sponsorship for Kyle Busch, Richard Childress Racing has named Rebel Bourbon the Official Bourbon of Richard Childress Racing, and the team will provide the award-winning brand strategic content, and marketing and communications support for the program.

The announcement came equipped with a video, which shows off the No. 8 Rebel Bourbon paint scheme.

In the video, Kyle Busch is seen taking the car for a spin in a parking lot, and he burns a lot of rubber off of the Goodyear tires on the Chevrolet Camaro ZL1.

Busch, who scored three wins for Richard Childress Racing in 2023, is entering his second season with the team. Busch finished last season 14th in the NASCAR Cup Series championship standings.

Photo Credit: RCR Video om YouTube

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