Start Your Engines! Liquid Death Revs Up NASCAR Fan Drivers 

Sponsorship deals on par with the pros

Liquid Death shifts into high gear for a NASCAR promo that puts fans in the driver’s seat.

The canned water company became the official iced tea sponsor of the circuit in April. Now, to tap into NASCAR’s massive appeal, LD is sponsoring a Pro Driver search, which seeks three NASCAR fans for sponsorship deals. These fans will receive the same benefits as actual NASCAR drivers: a full car wrap in Liquid Death logos (think Thirst Hearse); a $30,000 annual sponsorship package; custom LD merch featuring their faces on hats and shirts; and a year’s supply of free Liquid Death Iced Tea.

The search will take place on social media and in person at the brand’s Talladega Superspeedway activation for Playoffs Weekend, October 4-6. 

This spot was produced by the brand’s in-house group Death Machine:

Play

“We’re always looking to poke fun at traditional advertising tropes with our outsider’s perspective,” says Greg Fass, vice president of marketing at Liquid Death. “In the world of NASCAR, brands have traditionally just chosen a famous driver to sponsor, so we decided to flip the script and find three of the incredibly passionate fans of NASCAR to sponsor instead. Plus NASCAR drivers can’t drive their race cars covered in logos to drop off their kids at school, or to the grocery store where you can buy Liquid Death Iced Tea so we see a ton of value in sponsoring these fans.”

Through Nov. 10, fans can try out for the team by “slamming a can of Liquid Death Iced Tea in 18 seconds or less” in front of their cars.

Entries can be made via posted online videos tagging Liquid Death, or fans can attend in-person tryouts during Playoffs Weekend.

Winning drivers also get the full VIP treatment, such as grandstand tickets, NASCAR at-track experiences and more.