DAYTONA BEACH, Fla. — From pre-race rituals to unforgettable race-day celebrations, NASCAR today announced a new multiyear partnership with Fuel by Franzia, naming the brand the Official Wine-Based Ready-to-Drink (RTD) Partner of NASCAR beginning in 2026.
The partnership unites two brands rooted in bold innovation and creating unforgettable moments — bringing Fuel by Franzia’s full-throttle flavor, ready-to-drink offerings into the heart of NASCAR’s live event environment and fan culture. As an Official Partner, Fuel by Franzia will engage fans through national promotions, custom content, at-track activations and marquee entitlements at some of NASCAR’s most iconic venues.
“Fuel by Franzia brings a commanding presence and rebellious attitude to the category, and we’re excited to welcome them as an Official Partner of NASCAR,” said Craig Stimmel, SVP and Chief Commercial Officer, NASCAR. “This partnership is designed to meet fans where they are — at the track, at home and across digital platforms — with experiences that feel authentic, social and built around the moments that make race day special.”
As part of the collaboration, Fuel by Franzia will become the first-ever pit road entitlement partner for the Daytona 500 at Daytona International Speedway. The brand will own pit road, connecting fans with the action where every second — and every stop — matters. Fuel by Franzia will be highly visible through track wall signage, pit-in and pit-out signage, pit stripe signage and integration within The CW broadcast throughout 2026 Daytona Speedweeks. NASCAR fans 21-plus will be able to “fuel up” their race day with bold flavors like Hard Punch and Tiger’s Blood in the Daytona International Speedway Midway and at the Full Throttle Festival on Saturday night.
“NASCAR delivers unmatched, full-throttle energy and a deeply connected fan base — and that’s exactly where Fuel by Franzia belongs,” said Helen Kurtz, Chief Marketing Officer, The Wine Group. “With Fuel by Franzia entering the RTD space, this partnership with NASCAR is a game changer for the brand, placing us at the center of race-day culture and giving us the opportunity to connect with NASCAR’s passionate fan base through bold experiences and social moments.”
Fuel by Franzia will activate at select NASCAR-owned tracks year-round, including at Talladega Superspeedway, Kansas Speedway, Homestead-Miami Speedway and Naval Base Coronado race weekend. At these tracks, fans can expect high-impact branding, sampling opportunities and integrated media storytelling designed to enhance the race-day atmosphere.
Together, NASCAR and Fuel by Franzia will deliver a bold, fan-forward partnership that blends speed, celebration and unforgettable race-day moments for audiences 21 and over.
NASCAR’s 2026 season officially gets underway this Sunday, Feb. 15, with the “Great American Race” — the Daytona 500 — which will air live on FOX, MRN Radio and SiriusXM NASCAR Radio at 1:30 p.m. ET.