NASCAR® today announced a new, multi-year partnership with Cuervo®, the world’s first and number one tequila brand, naming it the Official Tequila of NASCAR, the Official Margarita of NASCAR and an Official Partner of NASCAR beginning in the 2026 season.
The multi-year agreement brings together two iconic brands rooted in heritage, celebration and unforgettable fan experiences. As part of the partnership, Cuervo will activate across NASCAR’s premier events, platforms and venues with immersive on-site fan engagements, branded hospitality experiences and integrated digital and social storytelling throughout the NASCAR season. The “Keep it Cuervo” footprint will feature Jose Cuervo Especial, Cuervo Tradicional and Devil’s Reserve, with craveable margaritas, the newly launched ready-to-drink Jose Cuervo Sparkling Cocktails and more unexpected drink surprises.
NASCAR fans are already embracing Cuervo — they’re 381.2% more likely to have consumed the brand in the past month and 40.5% more likely to drink Cuervo versus the general population. Together, Cuervo and NASCAR will bring unforgettable experiences to a spirits-ready audience that over-indexes on tequila consumption.
“Our fans come to the track to have a great time — to celebrate, connect and create memories around incredible racing — and Cuervo is a natural partner to help us elevate that experience,” said Craig Stimmel, Senior Vice President and Chief Commercial Officer, NASCAR. “There’s a strong commonality between NASCAR fans and Cuervo consumers, and together we’ll bring that energy to life through premium activations, immersive hospitality and unforgettable moments that make race day even more special.”
Cuervo will hold exclusive category rights for the marketing and promotion of agave-based distilled spirits, including tequila and mezcal, and will be featured prominently across NASCAR events and platforms. The partnership includes premium branding and activation at marquee NASCAR venues such as Daytona International Speedway, Phoenix Raceway, Homestead-Miami Speedway, Talladega Superspeedway and the NASCAR San Diego Street Race.
Fans can expect custom-branded experiences including Cuervo bars at select tracks, interactive promotional displays and original digital content across NASCAR’s social channels. Cuervo will also collaborate with NASCAR on responsible drinking initiatives and sustainability efforts aligned with both organizations’ corporate social responsibility goals.
“NASCAR represents one of the most passionate and loyal fanbases in sports. We’re proud to join the community that embodies playful energy, traditions and bold spirits — just like our tequila — bringing Cuervo to some of the biggest moments in motorsports,” said Lander Otegui, EVP of Marketing and Innovation at Proximo Spirits. “Building on our existing partnership with NASCAR, this new era gives us a powerful platform to help fans celebrate racing culture before the race and at the track, while keeping the celebration going long after the checkered flag is waved.”
Viewers at home can explore and purchase Cuervo’s assortment of fan-approved tequila, Cuervo Sparkling Cocktails and more at Cuervo.com, and follow Cuervo on Instagram at @josecuervotequila for more updates throughout the season. For fans looking to jump into even more race-day action, Cuervo is collaborating with DraftKings and Barstool on race-ready digital experiences, content and prizes, with more details launching soon.
Cuervo joins the NASCAR family just in time for the pageantry and spectacular racing of The Great American Race — the DAYTONA 500 — which will air live on FOX, MRN and SiriusXM NASCAR Radio this Sunday, Feb. 15 at 2:30 p.m. ET.
— NASCAR —