Quick Takeaways
- Grizzly becomes an official sponsor of NASCAR and its entire track portfolio; financial terms were not disclosed.
- Grizzly secures naming rights for NASCAR track camping grounds and will run adult-only (21+) on-site activations and promotions.
- zone renews with RCR and will continue sponsoring Kyle Busch’s No. 8 car in the 2026 season.
- Nicotine pouch brands are expanding their footprint in motorsports sponsorship.
2Firsts, Jan. 26, 2026
Based on reports from Sports Business Journal and SpeedwayMedia.com, NASCAR Holdings has reached an agreement with Grizzly, a nicotine pouch brand owned by Reynolds American Inc., making Grizzly an official sponsor of NASCAR as a sanctioning body and across its full track portfolio. Meanwhile, zone, a nicotine pouch brand under ITG Brands, said it will continue its partnership with NASCAR team Richard Childress Racing (RCR).
NASCAR (National Association for Stock Car Auto Racing) is the largest and most influential motorsports organization in the United States and is often described as the country’s counterpart to Formula 1.
Reynolds-owned Grizzly to name NASCAR track camping grounds
According to the reports, Grizzly will receive naming rights for NASCAR’s track camping grounds and will conduct on-site activations aimed at adults aged 21 and older. The two sides will also launch a consumer promotion, though NASCAR and Grizzly did not disclose details, saying only that it will begin next week.
Sports Business Journal reported that the deal has been in the works since last year. Grizzly branding had previously appeared at least at one NASCAR-owned venue — Darlington Raceway — and the brand already had a presence at the team level through an existing partnership.
Grizzly is owned by American Snuff Company, which is controlled by Reynolds American, a subsidiary of British American Tobacco.
Imperial Brands’ U.S. unit zone extends RCR partnership
SpeedwayMedia.com reported that zone, a nicotine pouch brand owned by Imperial Brands, will continue its partnership with Richard Childress Racing in the 2026 season, remaining one of the key sponsors of Kyle Busch’s No. 8 Chevrolet.
The report said zone’s 2026 season activation will begin with the NASCAR Clash on Feb. 1, 2026, at Bowman Gray Stadium, and will extend through Speedweeks events, including the Daytona 500.
Sports Business Journal also noted that nicotine pouch brands are increasing their sponsorship presence across motorsports and other top-tier sports properties. Reynolds-owned Velo sponsors McLaren Racing in Formula 1 and IndyCar, while Philip Morris International’s (PMI) Zyn is among the sponsors of Scuderia Ferrari in Formula 1.
Cover image source: Sports Business Journal
