Rockstar Energy is joining 23XI Racing as a sponsor for Tyler Reddick, the team announced on Thursday. This new partnership heralds the energy drink giant’s return to NASCAR after a twelve-year absence.
“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.”
Reddick’s first race driving the No. 45 Rockstar Energy Toyota Camry XSE comes at Talladega Superspeedway on April 26. Throughout the season the company’s branding will appear on 23XI Racing’s equipment and Reddick will appear in ‘marketing campaigns, digital content, and on-track integrations’.
Clearing the Stage
Prior to this season, Reddick’s No. 45 Toyota was sponsored in part by Monster Energy. Starting in 2023, that partnership spotlighted The Beast Unleashed, Monster’s foray into alcoholic beverages. Monster continues to support 23XI Racing’s Riley Herbst, but the brand was noticeably absent from Reddick’s car and firesuit in 2026.
Now, Tyler Reddick is NASCAR’s first Rockstar driver since Dylan Kwasniewski in the 2014 O’Reilly Auto Parts Series season. The brand sponsored Ryan Preece for one O’Reilly race in 2016, and made two appearances for Cup Series driver Paul Menard through the company’s retail affiliate Menards in 2016 and 2017.
“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 Rockstar Senior Director of Sports and Music Steve Mateus. “His relentless drive mirrors a mindset of pushing limits, making him a natural extension of a brand that celebrates intensity, individuality, and unapologetic ambition.”
Building on Momentum
So far in 2026 Tyler Reddick has four wins in eight Cup Series races. He made history at Circuit of the Americas in March, becoming the first driver in NASCAR history to win the first three races in a NASCAR Cup Series season. Eight races in, Reddick has a 62-point lead over second place Ryan Blaney in the 2026 championship standings.
“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,” added 23XI Racing President Steve Lauletta. “Aligning with an athlete and team performing at this level speaks volumes to where the brand is headed in this new chapter. 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.”
23XI Racing as a whole is firing on all cylinders introducing new sponsors to their NASCAR operation. In January the team announced expanded relationship with Xfinity and Chumba Casino, as well as the additions of Hardee’s, SupplyHouse and Comparion Insurance.
