NASCAR has been an inviting platform for many brands and companies. The likes of Winston, Lowe’s, and Monster were some of the prominent names that have achieved success through their partnership with the esteemed motorsports series. Although NASCAR has done away with title sponsorship, it still seems to attract new businesses and brands with its marquee events.

Joining the long list of partners, the governing body today announced that they have onboarded Liquid Death as their official iced tea sponsor. The beverage company is one of the fastest-growing brands in the country and is currently valued at $1.4 billion. It has taken the beverage market by storm with its uncanny approach to marketing and advertising its products. Similar scenes unfolded during the announcement of this new deal at Talladega.

A multi-year sponsorship deal with Liquid Death

The brand will be present on-site at Talladega this weekend to kickstart their new partnership. The only thing they were known for before this was their sparkling water. However, owing to their success with their new product, iced tea, they are now expanding their portfolio and presence in the beverage segment.

Jeff Wohlschlaeger, NASCAR SVP and chief sales officer, was thrilled about the new collaboration. “Liquid Death is a healthy beverage brand that not only produces high-quality iced tea but also looks to bring death to plastic bottles by using humor and entertainment. With so many synergies between our companies, this partnership is a perfect fit. We’re thrilled to have them on board,” he said via NASCAR’s press release.

Labeling NASCAR as a perfect home for its new product, Ryan Heuser, Liquid Death’s senior vice president of experiential marketing, added, “We’re thrilled to be bringing our infinitely recyclable, ice-cold cans of Liquid Death to the extremely passionate NASCAR fanbase. We’ll be carried at select NASCAR tracks, campgrounds, and tailgates across the U.S. and can’t wait to kick off our partnership at the iconic Talladega Superspeedway.”

Staying true to its name and reputation, Liquid Death unveiled its mascot during the press briefing ahead of the Talladega race. Looking at the scene, the fans online could not hold their laughter.

Fans react to NASCAR’s newest sponsor addition

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Liquid Death is nothing but fancy water, right? This was the perception of most of the fans ahead of the new announcement. For many, it was news that the brand even had iced tea as an offering. “The sparkling water is good; tea is news to me.”

One user even commented that this custom would soon end up on the Boulevard. “What do you recon the chances are of this costume ending up on Talladega Boulevard by the end of the weekend?”

Reacting to the goody costume worn by the mascot, a user was interested to know if the suit had other cool features. “Bob does the mascot have lights?”

Just imagine a Liquid Death-sponsored car and the paint schemes, would that be quite a visual treat? “If they sponsor some cars, some of the schemes could be bad a** for sure”.

A user even made a hilarious demand despite knowing Liquid Death is a non-alcoholic beverage. “Bob, the official iced tea of NASCAR must contain alcohol. I don’t make the rules”.

Given that NASCAR has promotional events lined up with the brand at Talladega, it won’t be a surprise if we see this mascot’s visuals trending on social media this weekend.