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While moving to Richard Childress Racing (RCR) in 2023, Kyle Bush sparked speculation about which companies would become his partners. After leaving his association with Mars Incorporated brands like M&Ms and Skittles, Busch’s transition to RCR involved a rethinking of his marketing strategy that aimed to redefine his brand image.
During his first season with RCR, Kyle Bush received support from existing RCR partners such as Cheddars, 3CHI, Alsco, BetMGM, and Lenovo.
In addition to these partnerships, he also established connections with nine new companies. The rebranding efforts by RCR has played a role in reshaping how the public perceives Busch and has helped him distance himself from his image with Joe Gibbs Racing.
As we approach the start of the 2024 season, Busch’s lineup of sponsors is starting to get clearer
.\READ MORE:Kyle Busch Faces Unpopular NASCAR Demand Echoed by Veteran
RCR has formally declared that Lucas Oil and Cheddars have renewed their partnership until 2024. Rebel Bourbon has also formed a two-year partnership that will see it featured on the #8 Chevrolet of Kyle Bush for both 2024 and 2025.
Rebel Bourbon’s branding will first appear on Busch’s car at the spring race held at Richmond Raceway. They will also feature their brand on Busch’s fire suit, helmet, and various accessories.
When explaining their reasons for choosing NASCAR and RCR, Rebel Bourbon made it clear that this move was about more than just placing their logo on a car. They wanted a team that would truly represent their brand values, and RCR and Kyle Busch were the ideal match for them.
