The world of stock car racing has seen its fair share of twists and turns over the years, but one thing is certain - Big Tobacco's influence on motorsports is still very much alive. After a brief hiatus in the early 2000s, tobacco advertising was banned from Formula 1 in 2006 and NASCAR followed suit in 2010. However, it seems that nicotine is making a comeback to tracks and broadcasts alike.
This time around, companies like Grizzly Nicotine Pouches and Zone are partnering with NASCAR, bringing their products to the sport's primarily male demographic. The partnership also awards Grizzly the naming rights for all NASCAR-owned track campgrounds. As an Official Partner, Grizzly will have a presence across NASCAR-owned track campgrounds, creating opportunities to interact with adult fans in relaxed, social settings that are core to NASCAR culture.
This move can be seen as a push to reach younger viewers, one that also includes broadcasting deals with streaming companies like Prime Video. With the rise of nicotine pouches, it's clear that Big Tobacco is adapting to new regulations and finding ways to engage fans on their terms. The partnership reflects NASCAR's commitment to working with brands that value authenticity and want to engage fans on their terms - where they celebrate, connect, and build lifelong memories.
Additionally, this move is not an isolated incident, as other companies like Zone have already partnered with NASCAR, supporting drivers like Kyle Busch in select races. It's worth noting that these partnerships are a result of the products' meteoric rise in popularity, with sales increasing from 126 million pouches in August 2019 to 808 million in March 2022. The companies behind Grizzly and Zone, Reynolds American and ITG Brands respectively, own other brands like Vuse and Blu, which have been involved in motorsports for years.
This is a familiar tactic that has been seen elsewhere in motorsports, with Big Tobacco companies finding ways to work around regulations and still engage with fans. The partnership between Grizzly Nicotine Pouches and NASCAR is just the latest example of this strategy.
This partnership highlights the evolving landscape of motorsports marketing, where companies are finding new ways to reach their target audience while navigating changing regulations. As nicotine pouches continue to gain popularity, it will be interesting to see how NASCAR and its partners adapt to this trend.
