Revealed in a blockbuster presentation that featured all 12 full-time Outlaws, NOS Energy Drink has inked a long-term extension to continue as the title sponsor of the World of Outlaws Sprint Car Series.
In doing so, NOS Energy Drink will surpass Pennzoil as the Outlaws’ longest-serving title sponsor. NOS began as the Outlaws’ title sponsor in 2019 and will begin its seventh year when the 2025 season gets underway.
Pennzoil backed the tour for six years from 1997 to 2002.
The new deal was announced during Thursday’s opening ceremonies by NOS Energy Drink Director of Marketing Lauren Albano, World Racing Group CEO Brian Carter, World of Outlaws Sprint Car Series Director Carlton Reimers, and World Racing Group Chief Marketing Officer Charlie Mellilo.
It marks a watershed moment for The Greatest Show on Dirt as the tour marches toward its 50th anniversary, which will be celebrated before the end of the decade at the start of the 2028 season.
“We’re excited about what the future holds,” said Mellilo. “NOS has been a great partner through the years and we’re looking forward to continuing to work with them for many years to come.”
“On behalf of everyone at NOS Energy Drink, we couldn’t be more excited to continue our partnership with the World of Outlaws,” added Albano. “We built a new [NOS] sampling pod during the offseason, so our brand will continue to be with the fans every race weekend, fueling fans, race teams, and all the crew members that make this sport and this series what it is. We want to thank everyone for continuing to support NOS Energy Drink, the teams, and the entire racing family. We’re stoked for the years ahead.”
NOS Energy Drink first partnered with the World of Outlaws in 2018 as the tour’s preferred energy drink, the same year they began their sponsorship of Sheldon Haudenschild and Stenhouse Jr. Marshall Racing.
Since then, the NOS sampling station has become a mainstay of the fan experience at every World of Outlaws NOS Energy Drink Sprint Car Series event.
“NOS loves racing, and NOS loves dirt,” said NOS Energy Chief Marketing Officer Dan McHugh. “The World of Outlaws Sprint Car Series has been a perfect partner for NOS Energy Drink since day one. We are excited to extend our sponsorship and engage with the awesome World of Outlaws fans.”
With the extended partnership, fans will continue to receive a complimentary NOS Energy Drink – of any flavor of their choice – at every World of Outlaws sprint car show.
“NOS Energy has been an exceptional partner, and spectacular ambassador for dirt racing,” said Tish Sheets, executive director of client services at World Racing Group. “Their commitment to growing the sport has been evident since their first year with the World of Outlaws. We’re thrilled to continue our partnership with everyone at NOS Energy in this historic agreement.”
“This is an exciting time for the World of Outlaws Sprint Car Series, as we continue to enhance our events for fans and teams, and having NOS Energy Drink be part of that for several years to come will allow us to take broader steps year after year,” noted Carter. “Becoming the World of Outlaws’ longest running title sponsor says a lot about NOS Energy Drink’s investment into the series and the health of sprint car racing as a whole.”
In addition to NOS’ continued support of the World of Outlaws, the energy drink company will continue as Haudenschild’s primary sponsor as the second-generation driver continues his pursuit of a maiden World of Outlaws NOS Energy Drink Sprint Car Series championship.
“It’s awesome,” said Haudenschild regarding the extension. “It’s a perfect fit, I think, for our crowd, our drivers, and our sport as a whole. They’ve been great to me over the past seven years, and I’m looking forward to not only my future with them, but the future that they’ll help the Outlaws to build as well.”
The opening week of the World of Outlaws NOS Energy Drink Sprint Car Series season runs through Feb. 10 at Volusia Speedway Park. Five-time series champion Brad Sweet topped the opener on Wednesday.
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