NASCAR Strengthens Fan Engagement With New 2026 Cuervo Sponsorship Program
If you have ever spent a Sunday sweating it out in the grandstands at Daytona or wandering the chaotic, beautiful energy of the Talladega boulevard, you know one thing for certain: the race is only half the story. The other half is the community: coolers being dragged across gravel, the smell of charcoal mixing with high-octane fuel, and the toast raised when the checkered flag finally waves.
For years, that toast has usually involved a domestic light beer. But the infield culture is changing. Palates are evolving. Starting in the 2026 season, NASCAR is leaning heavily into that evolution. The sanctioning body has officially inked a multiyear deal bringing Cuervo on board as both the Official Tequila and Official Margarita of NASCAR.
This is not just a logo slapped on a retaining wall. This is a fundamental shift in how the sport handles hospitality. It is an acknowledgment that modern race fans want more than just a cold, sudsy brew. They want an experience that matches the intensity of the action on the track.
A Natural Fit for the Garage and the Grandstands
Corporate partnerships often feel forced, as a puzzle piece jammed into the wrong spot. But when you look at the numbers, bringing Cuervo into the fold makes all the sense in the world. We aren’t just guessing that race fans like a good margarita.
The data backs it up. Recent consumer reports indicate that NASCAR fans are 381% more likely than the general population to have enjoyed Cuervo in the last month. That is a staggering number. It tells us that the fanbase is already bringing the tequila to the tailgate; NASCAR is just finally making it official.
Craig Stimmel, who heads up commercial operations for NASCAR, noted that the energy of the tequila brand mirrors the energy of a race weekend. It is social. It is energetic. It is bold. When you think about the sensory overload of a restart with three laps to go, a spirit like Cuervo fits that vibe a lot better than a glass of Chardonnay.
The “Keep It Cuervo” Experience
What does this look like for the person with a general admission ticket? Starting in 2026, you will see a massive activation footprint called “Keep It Cuervo.” We aren’t talking about a card table and a banner. Expect full-blown custom bars and tasting areas integrated into the fan zones and the midway. The brand plans to highlight its heavy hitters Especial, Tradicional, and Devil’s Reserve.
Perhaps even more appealing for those scorching hot race days in the South, there will be dedicated margarita stations and ready-to-drink sparkling cocktails. Imagine sitting in the blistering heat at Homestead-Miami. The idea of grabbing a cold, pre-mixed margarita rather than waiting for a warm beer will be a game-changer for fan comfort.
The activation is slated to reach some of the sport’s cathedral venues. We are talking about Daytona International Speedway, the deserts of Phoenix Raceway, the beaches of Homestead-Miami, and the party capital of the world, Talladega Superspeedway. These are tracks where the party often rivals the racing, providing the perfect backdrop for a tequila brand to establish a presence.
A Strategic Presence at Key Venues
Cuervo’s activation will span several of the most important tracks on the schedule. The brand has secured exclusive category rights for agave‑based spirits, ensuring prominent placement at:
- Daytona International Speedway
- Phoenix Raceway
- Homestead‑Miami Speedway
- Talladega Superspeedway
- Naval Base Coronado
Expanding the Reach Beyond the Asphalt
The modern sports landscape is not just about who is sitting in the seat; it is about who is watching on the second screen. Cuervo gets this. The partnership includes a robust digital component that ties into the ecosystem where fans live during the week.
They are partnering with Barstool Sports and DraftKings to create content and contests. This is a smart play. The intersection of sports betting, lifestyle content, and racing is becoming the sweet spot for engaging younger demographics.
Furthermore, both organizations place a strong emphasis on responsibility. When you introduce hard liquor into an environment known for all-day partying, safety has to be the priority. There will be significant messaging on responsible drinking and sustainability to ensure the party is safe for everyone involved.
What This Means for the Sport
This deal signals the maturation of NASCAR’s hospitality model. For decades, the sport was stereotyped by a narrow, fixed menu of options. By introducing the world’s top-selling tequila, NASCAR signals that its audience is diverse, modern, and appreciates premium options.
It aligns with the broader “festivalization” of race weekends. Look at what the tracks have been doing lately: hiring A-list musical acts for pre-race concerts, building WiFi-enabled social zones, and upgrading food options from simple hot dogs to gourmet eats.
Adding a premium spirits partner is the next logical step in that progression. It means the fan experience is being prioritized. It acknowledges that while we love the cars, we also love the atmosphere. We want the race weekend to feel like an event, a vacation, and a celebration.
What’s Next
The 2026 season may have just arrived, but this partnership already plants a flag in the ground for the future of the sport’s culture. Bringing Cuervo into the NASCAR family bridges the gap between the gritty tradition of stock car racing and the modern desire for a curated, high-energy event experience.
When the engines fire for the Daytona 500, the roar will be the same. The rubber smell will remain the same. But for the fans in the stands, the toast to the winner is going to have a little more kick to it. And quite frankly, that is exactly what the sport needs.
