2024 8 Rebel Bourbon Announcement
Rebel Bourbon will sponsor Kyle Busch in multiple races in 2024. Image from Richard Childress Racing.

Rebel Bourbon sponsoring Kyle Busch in multi-year deal

Bardstown, Kentucky-based Rebel® Bourbon has signed a sponsorship agreement with Richard Childress Racing to become an official sponsor, positioning the award-winning bourbon as the official bourbon of Richard Childress Racing, the No. 8 Chevrolet, and two-time NASCAR Cup Series Champion Kyle Busch. Busch will race the No. 8 Rebel Bourbon Chevrolet in select races during the 2024 and 2025 NASCAR Cup Series seasons, beginning with the Spring race at Richmond Raceway on Sunday, March 31.

“We looked at a lot of sponsorship opportunities across several different leagues, and this was the perfect fit,” said Philip Lux, brand manager for Rebel Bourbon. “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.”

Kyle Busch’s No. 8 car will be fully wrapped in Rebel Bourbon branding for multiple races during the 2024 and 2025 NASCAR Cup Series seasons. Rebel branding will also appear on Kyle’s uniform, helmet, and other elements throughout the 2024 racing season.

“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,” said Torrey Galida, president of Richard Childress Racing. “We’re proud to partner with Rebel Bourbon and to help further introduce their surprisingly smooth but never soft-spoken spirits to NASCAR fans.”

RCR will provide Rebel Bourbon with strategic content, and marketing and communications support for the program. Visit rcrracing.com and rebelbourbon.com to learn more about the partnership in the coming weeks. View our partnership video on YouTube at https://youtu.be/ngOcWZg3kVQ.

Rebel Bourbon and Richard Childress Racing remind everyone 21 and older to drink responsibly – and never drink and drive.

— Richard Childress Racing —