Nicotine products are rooted in the base of NASCAR. Once named the NASCAR Winston Cup Series, tobacco had naming rights of the flagship series.
In 2010, NASCAR abruptly banned tobacco from sponsorships across the entire sport. While the tobacco ban remains, nicotine has been climbing into the sport.
NASCAR has just signed a new deal with American Snuff Company LLC’s brand Grizzly Nicotine Pouches. In the deal, they become an Official Partner of NASCAR and an Official Partner for all NASCAR-owned racetracks. The deal includes naming rights for racetrack campgrounds.
The company was the primary sponsor for Kaulig Racing’s No. 10 entry piloted by Ty Dillon.
“NASCAR fans don’t just come to the track—they make it a weekend, a tradition, and a community,” said Craig Stimmel, NASCAR Chief Commercial Officer.
“Grizzly Nicotine Pouches understands that connection, and this partnership allows us to create authentic touchpoints where fans are already spending time together. It’s another example of how our flexible, fan-first partnership model helps brands show up in ways that feel natural and meaningful.”
“We are extremely excited to be coming on board to the NASCAR family as an official partner,” said Austin DeLucia, Senior Manager, Partnerships, American Snuff Company.
“NASCAR fans are among the most passionate in the world, and we’re proud to share in that passion. This partnership gives us an authentic presence at race weekends and the opportunity to be a meaningful part NASCAR’s rich culture.”
“It’s a privilege to be an official partner with NASCAR. Our introduction to the sport last season validated that NASCAR is an extension of who our adult consumers are, and the values which we share. We look forward to the 2026 season and creating memorable experiences for adult NASCAR fans across the country,” said John Merritt, Senior Manager Brand Marketing, American Snuff Company.
The company is currently running a promotion after the new partnership has been announced.
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