Cabo Wabo to become NASCAR's first official tequila sponsor

13 years after lifting the ban on alcohol sponsorship at the start of the 2005 season, Nascar has now added Cabo Wabo as its official tequila partner alongside Busch Light, its official beer sponsor, and Dixie Vodka as its official vodka sponsor.

This move marks a significant milestone for Nascar, with the addition of Cabo Wabo indicating a shift in the sport's attitude toward alcohol consumption. This is seen as a positive move for the sport, as it can help to attract a broader range of fans, thus potentially increasing the popularity of the sport.

Furthermore, the presence of alcohol brands could help to bring more money into the sport, thus increasing the resources available to Nascar. As such, this move will likely have positive ramifications for Nascar, both in terms of its fan base and finances, and it is a move that is sure to be welcomed by fans and sponsors alike.

The Deal:

• Cabo Wabo has been designated the official tequila of the Daytona, Kansas, Michigan, and Talladega circuits.

• The brand will activate the arrangement through branded appearances, offering sponsorships of performances, and customer competitions.

• In addition, the agreement will feature racing-related digital and social media material.

Jeff Wohlschlaeger, Nascar's senior vice president and chief sales officer, said: “Cabo Wabo’s reputation for doing things bigger, bolder, and better perfectly aligns with the spirit of our sport. We welcome Cabo Wabo Tequila to the Nascar family as we begin the celebration of our 75th anniversary season.”

Next: On February 5th, Nascar kicks off the pre-season with the Busch Light Clash at the Los Angeles Coliseum, preceding the commencement of their official season with the Daytona 500 on the 19th of February.