LOS ANGELES — Rockstar Energy has partnered with NASCAR Cup Series star Tyler Reddick and 23XI Racing, announcing the brand’s return to NASCAR and becoming the first of many new brand investments in elite sports performance.
Reddick, driver of the No. 45 Toyota Camry XSE for 23XI Racing, has electrified the racing world to open the 2026 NASCAR Cup Series season. He became the first driver in the sport’s 78-year history to win the first three races of the season and only the third driver in Cup history to win four of the first six races.
Reddick and 23XI’s breakout start to the 2026 NASCAR Cup Series season makes them a powerful partner to Rockstar, which is opening its own new chapter in motorsports.
Reddick’s grit and determination on the track embody Rockstar’s LIVE LOUD™ identity – core to the brand’s evolution.
“Joining Rockstar Energy now is the right fit for both of us,” Reddick said. “From day one, it was clear we share that winner-take-all attitude. I’m fired up to rep the yellow star with the No. 45 team and bring Rockstar to victory lane this season.”
As part of the partnership with Rockstar, Reddick will be featured in the brand’s marketing campaigns, digital content, and on-track integrations. Reddick will compete in the Rockstar-branded No. 45 Toyota at select races during the 2026 Cup Series season, starting April 26th at Talladega Superspeedway, wearing a Rockstar-branded fire suit and helmet.
Rockstar branding will be seen across the No. 45 team’s equipment and hauler throughout the season.
“Partnering with Tyler Reddick brings authenticity to a brand built around our LIVE LOUD™ culture and embracing life to the fullest. He’s fearless, high-energy, and thrives in high-stakes moments,” said Steve Mateus, Senior Director of Sports and Music at Rockstar Energy. “His relentless drive mirrors a mindset of pushing limits, making him a natural extension of a brand that celebrates intensity, individuality, and unapologetic ambition.”
23XI Racing leadership also emphasized the significance of the partnership as the team continues to expand its competitive and commercial footprint.
“Our goal is always to surround our drivers with partners that reflect their discipline, grit, and commitment to excellence and Rockstar’s ambition and support for Tyler signaled exactly that. Aligning with an athlete and team performing at this level speaks volumes to where the brand is headed in this new chapter,” said Steve Lauletta, 23XI team president. “Together, Rockstar and Tyler are poised to bring a lot of excitement to the track this season, and we look forward to seeing the partnership come to life.”
