Liquid Death to sponsor three Nascar fans—and wrap their cars

Fan sponsorships are all the rage in sports lately, from Blenders Eyewear’s deal with a 99-year-old University of Colorado football superfan to Molson’s partnership with the parents of Canadian Olympians. Now, Liquid Death gets in on the act with a Nascar partnership that will reward three racing fans with $30,000 sponsorships. Winners will be selected from a contest that challenges fans to film themselves chugging a Liquid Death iced tea tallboy in 18 seconds or less, while standing in front of their car. Also read: Liquid Death and Yeti’s ‘Casket Cooler’ keeps drinks deathly cold The three winners get the cash, along with custom Liquid Death merch featuring their face, a year’s supply of free Liquid Death iced tea, and a Nascar-style car wrap for their own personal vehicles. Liquid Death iced tea is the official iced tea of Nascar. The fan sponsorships are in lieu of the standard Nascar driver sponsorship—Liquid Death will not have its logo on any pro driver’s car. The contest follows other fun Liquid Death collabs of late, including partnerships with Yeti and e.l.f. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Liquid Death to sponsor three Nascar fans—and wrap their cars

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