Rebel Bourbon to sponsor Richard Childress Racing and Kyle Busch’s No. 8 car

As part of the agreement, Busch will race the No. 8 Rebel Bourbon Chevrolet in select races during the 2024 and 2025 Cup Series seasons. Per the press release from Richard Childress Racing, Busch will first run a race sponsored by Rebel Bourbon in the Spring race at Richmond Raceway on Sunday, March 31.

“We looked at a lot of sponsorship opportunities across several different leagues, and this was the perfect fit,” said Philip Lux, brand manager for Rebel Bourbon. “We didn’t just want to put our logo on something and call it a day. Wanted a team who does their own thing and embodies the essence of our brand. With Kyle and the RCR team, we found the perfect partner to bring the spirit and attitude of the Rebel brand to fans who feel the same way.”

Kyle Busch, RCR making sponsorship deals ahead of 2024 season

Cheddar’s Scratch Kitchen previously announced last month it has extended and enhanced its relationship with Richard Childress Racing, Busch and the No. 8 Cheddar’s Chevrolet team. Cheddar’s and Richard Childress Racing first partnered together in 2020, with the race team also assisting the American chain restaurant with strategic content, and marketing and communications support for the program. The 2023 campaign was Cheddar’s first with Busch as the driver of the No. 8 car. The restaurant chain served as the primary sponsor for seven races.

Busch is coming off his first season with Richard Childress Racing. He notched three wins, but finished a disappointing 14th in the points standings, his lowest finish since his rookie season in 2005 (20th).

“We had a lot of highs and lows,” Busch said of his 2023 season. “So the peaks and the valleys were very far and spread wide. So we got to clean that up and just, you know, obviously raise our bar, get more top 10s, more top fives. Even though we’re high on those amounts, we’re very high on DNFs as well, too. So that’s where, like you said, the inconsistency lies and being able to be better at that.

“So I think there was probably two at least, maybe three other races that we had potential we could have won. Wish I could have them back but, you know, it is what it is.”