Tide to Sponsor NASCAR Championship Weekend, Spire Motorsports in New Deal

NASCAR announced today a multi-faceted sponsorship agreement with Procter & Gamble’s Tide detergent brand, centering around the upcoming championship weekend in Phoenix and extending across various aspects of the sport.

The deal, revealed on 2025-10-20 16:29:00, includes unprecedented branding on pit road – utilizing the walls and striping from entry to exit – a primary paint scheme on Spire Motorsports’ No. 71 Chevrolet driven by Michael McDowell, and an advertising buy with NBC Sports. Tide will also feature a branded show car and an activation area at the track, potentially offering product sampling. This influx of sponsorship is a positive sign for NASCAR as it seeks to broaden its appeal and secure long-term financial stability.

Tide has a long history with NASCAR, previously sponsoring Darrell Waltrip’s 1989 Daytona 500-winning car, as well as those of drivers Ricky Rudd, Ricky Craven, and Matt Kenseth. McDowell plans to leverage his large family – he has five children – in social media content highlighting the demands of laundry, aligning with the brand’s message. For more information on the championship race, visit the official NASCAR website. The agreement was brokered by NASCAR Chief Commercial Officer Craig Stimmel and his team.

This announcement follows a similar sponsorship deal with Krispy Kreme, which recently sponsored the “donut” burnouts following races at Talladega and Martinsville. NASCAR is reportedly in talks with several other consumer-facing brands to fill additional sponsorship categories heading into 2026, signaling a renewed focus on attracting diverse partnerships. You can learn more about brand sponsorships here.

Officials stated that both the Tide and Krispy Kreme deals are initially short-term, with potential for expansion based on return on investment.