After signing a new sponsorship deal with Cheddar’s Scratch Kitchen, Richard Childress Racing has bagged yet another partner for the 2024 Cup Series season for Kyle Busch and his #8 team. This time, it is Luxco, the company that manufactures several popular liquor brands like Everclear and Rebel Bourbon. The company has signed a deal that will see the Rebel Bourbon brand sponsor the #8 RCR car in multiple races in 2024 and 2025. The first race where this will happen is the Richmond spring race on March 31.

According to reports, the #8 car will be completely adorned with the Rebel Bourborn branding for the select few races it will serve as the primary sponsor of Kyle Busch. Rowdy’s race attire, including his suit, helmet, and other elements, will also have the company’s colors on them for those races. With their product being advertised by a 2-time Cup Series champion, it is safe to say that Rebel Bourbon may very well see an increase in sales this coming year.

New year, new sponsor for Kyle Busch and Richard Childress Racing

A picture was shared by veteran NASCAR journalist Adam Stern, reporting the RCR-Luxco partnership, of the new look #8 car. It must be said that the Rebel Bourbon paint scheme looks absolutely sick. The black hood combined with the whites on the side makes for a perfect color combination. It is safe to say that the #8 RCR car will be on that will grab a lot of attention at Richmond in March this year. Both parties will be hoping that on race day, those colors run ahead of everyone else on track.

“We looked at a lot of sponsorship opportunities across several different leagues, and this was the perfect fit,” Rebel Bourbon brand manager Philip Lux said as per PR Newswire. “We didn’t just want to put our logo on something and call it a day. We wanted a team who does their own thing and embodies the essence of our brand. With Kyle and the RCR team, we found the perfect partner to bring the spirit and attitude of the Rebel brand to fans who feel the same way.”

The liquor producer was hailed by Richard Childress Racing president Torrey Galida as well. He hailed the company’s award-winning recipe and expressed his pride in welcoming the liquor producer as the newest member of the RCR family. According to reports, the racing team will provide the liquor manufacturer with strategic content, and marketing and communications support.

The NASCAR team even released a video of their partnership with the team and it featured the 2-time Cup Series champion Kyle Busch.

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Richard Childress Racing president hails Rebel Bourbon’s recipe

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The minute-long video showed the Rebel Bourbon distillery and the new look #8 Richard Childress Racing car. The Chevy Camaro proceeded to do donuts with Kyle Busch looking on. Rowdy then proceeded to sign one of the barrels at the distillery, signifying the new deal that the company and his team had struck.

“Rebel Bourbon’s award-winning wheated recipe is known for defying trends and being unapologetically bold, which are arguably all qualities that have contributed to the success of both Richard Childress Racing and Kyle Busch,” Galida said. “We’re proud to partner with Rebel Bourbon and to help further introduce their surprisingly smooth but never soft-spoken spirits to NASCAR fans.”

If Richard Childress Racing is planning to run the same paint scheme in Richmond as they showed in their recently released video, then NASCAR fans will be in for a treat. It will be interesting to see how this partnership works out and for how long Rebel Bourbon and RCR continue their relationship.

WATCH THIS STORY: Relive 1981’s iconic moment when Richard “The King” Petty handed over his #43 legacy to son Kyle