Rockstar Energy partners with NASCAR star Tyler Reddick

Driving the No. 45 23XI Racing Toyota co-owned by NBA legend Michael Jordan and future NASCAR Hall of Famer Denny Hamlin, NASCAR Cup Series star Tyler Reddick has had a dream start to the 2026 season.

He won the season-opening Daytona 500 with a dramatic last-lap pass and went on to win the opening three races of the season — something no other driver in NASCAR Cup history had previously accomplished. He earned his fourth win of the season a couple of weeks later, and has led the championship standings for the first two months of the season.

Winning like that turns heads, so it should be no surprise that Reddick and 23XI announced a new partnership with Rockstar Energy on Thursday. The brand has been absent from NASCAR for over a decade when they sponsored Dylan Kwasniewski, but they are finally back.

“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 Steve Mateus, Senior Director of Sports and Music at Rockstar Energy. “His relentless drive mirrors a mindset of pushing limits, making him a natural extension of a brand that celebrates intensity, individuality, and unapologetic ambition.”

As part of this new deal with Rockstar, Reddick “will be featured in the brand’s marketing campaigns, digital content, and on-track integrations.” Rockstar will serve as the primary sponsor for the No. 45 Toyota in various races throughout the 2026 season, beginning with the April 26 race at Talladega Superspeedway.

“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.”

It’s worth noting that Reddick was backed by Monster Energy since joining 23XI in 2023, but that partnership ended after the 2025 season. The rival brand still sponsors his teammate, Riley Herbst, and the No. 35 23XI Racing Toyota.