Kyle Busch’s Sponsorship Portfolio cut off With Richard Childress Racing

When Kyle Busch announced he was joining Richard Childress Racing starting in 2023, one of the major questions was what companies would serve as his core partners.

Last year, the new driver of the No. 8 car was supported by previous RCR partners, including Cheddar’s, 3CHI, Alsco, BetMGM and Lenovo. In addition to those companies, he inked deals with nine other firms to serve as his primary sponsor. It’s quite the change for a driver who was once synonymous with the Mars Incorporated brands of M&M’s and Skittles, amongst others.

The new-look Busch cars are a key part of his continuing transition to RCR, which is recreating his brand. He has undergone a massive marketing overhaul, designed to help fans associate the two-time Cup champion no longer with his past life at Joe Gibbs Racing, but with what will likely be his last Cup team of RCR

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And on Tuesday, RCR announced it is adding a new partner to team up with Busch: Rebel Bourbon. The two-year deal will see Busch’s No. 8 car carry the bourbon brand’s colors in multiple races for both the 2024 and 2025 seasons.

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