BodyArmor Named Official Sports Drink of NASCAR as Coca-Cola Extends Major Partnership
BodyArmor has become part of the sport. Their partnership with 2023 champion Ryan Blaney has produced many iconic schemes. And have made themselves one of the first things you think of when you think of the 12 car in NASCAR. And that’s not changing any time soon, as they’re extending their partnership with NASCAR for a long time.
BODYARMOR’s Big Moment
NASCAR’s commercial landscape just got a lot more interesting and more performance-oriented with the announcement that BodyArmor has been named the Official Sports Drink of NASCAR as part of a renewed multiyear partnership between NASCAR and Coca-Cola North America.
The move not only extends one of the sport’s most enduring corporate relationships but also opens new avenues for fan engagement, athlete support, and on-track activations across the Cup Series and beyond.
Coca-Cola and NASCAR have a shared history that stretches back decades, with Coke’s branding becoming nearly synonymous with stock car racing itself, from winning celebrations drenched in soft drinks to immersive fan experiences at historic venues around the country.
The updated agreement reaffirms Coca-Cola as the Official Soft Drink of NASCAR and adds BodyArmor with category exclusivity in sports hydration, reflecting evolving tastes and lifestyle trends among today’s drivers and fans alike.
Why Body Armor’s New Role Is Notable
What makes BodyArmor’s new role notable is the shift toward performance-focused branding in a sport where physical rigor is often underrated. NASCAR drivers spend hours in heat and G-loads that push both mind and body, and hydration has become a key part of training and race-day preparation.
With BodyArmor positioned front and center, integrated into at-track experiences, retail activations, digital storytelling, and even NASCAR properties, the brand’s visibility will extend well beyond the drink coolers into the narrative arcs of racing weekend action.
Longtime partner Ryan Blaney, who has raced with BodyArmor on his car for years, will be one of the brand’s figureheads as it assumes this new official role. But the activation strategy doesn’t stop with one driver.
An Undeniable History
Coca-Cola’s Racing Family, from Daniel Suárez to Joey Logano, Denny Hamlin, Austin Dillon, and Chase Elliott, will all play roles in weaving BodyArmor into the sport’s broader storytelling canvas. That’s a smart play in a media environment where personality and performance increasingly intersect, allowing sponsors to tap into the fan-driven narratives that define NASCAR’s cultural footprint.
Across tracks, fans can expect enhanced engagement through point-of-sale messaging, special on-track displays, branded experiences at marquee events, and activation elements designed to bring the BodyArmor name to life.
The expanded partnership also reflects NASCAR’s ongoing effort to evolve the commercial pillars that support its growth, blending tradition with innovation, legacy brands with performance-driven products, and corporate history with tomorrow’s race-day relevance.
What’s Next
In a sport where every component, driver skill, engineering precision, and physical conditioning, can define success, the arrival of BodyArmor as an official partner marks a new chapter in how brand partnerships align with the realities of modern NASCAR.Thanks a bunch for reading!
