Rockstar Energy jumps back into NASCAR, teams up with Tyler Reddick and 23XI Racing

Imagn Images

Rockstar Energy jumps back into NASCAR, teams up with Tyler Reddick and 23XI Racing

Originally posted on ChiCitySports | By Zack Pearson | Last updated Apr 16, 2026 1:36 PM ET

The success of 23XI Racing this NASCAR season is paying dividends. With Tyler Reddick winning four races early on and Michael Jordan bringing more excitement to the sport, it’s leading to more sponsorship opportunities.

The latest? The return of Rockstar Energy.

On Thursday, Rockstar Energy is returning after a decade of not being in the sport and will sponsor 23XI’s No. 45 Toyota driven by Reddick in select NASCAR Cup Series races this year. Terms are unknown but per Sports Business Journal, the first appearance will be at Talladega:

Terms are unknown, but the first primary will come this month at Talladega. Assets include branding on the team’s materials and 18-wheel transporter in addition to the race car and using Reddick in marketing campaigns and digital media programming.

Rockstar Energy, 23XI Racing had this in the works early

Michael C. Johnson-Imagn Images

After being out of the sport for the past decade, the energy drink company first showed interest early this year. In fact, it was right before the Daytona 500 where Reddick eventually won the race to kick off a hot start to his career:

The company started talks with 23XI at Daytona, where just days later Reddick would win the Daytona 500 and begin a three-race winning streak that was unprecedented in NASCAR history. Reddick was previously partnered with Monster Energy, which remains a sponsor of 23XI with another one of its Cup Series cars, the No. 35 driven by Riley Herbst, whose family owns the Terrible’s gas station chain. Celsius Holdings’ namesake Celsius brand was already a sponsor of yet another 23XI driver, Corey Heim, while Coca-Cola is the beverage on the No. 23 driven by Bubba Wallace.

With Reddick’s success this season, this provided the perfect opportunity for the company to jump back in. There’s been a lot of excitement and attention on the 23XI Racing team thanks to Reddick, as well as Jordan’s involvement.

Now, it’s led to another sponsor for the team.

This article first appeared on ChiCitySports and was syndicated with permission.

More must-reads: