Bardstown, Ky.-based Rebel Bourbon signed a sponsorship agreement with Richard Childress Racing to become an official sponsor. The move positio the brand as the official bourbon of Richard Childress Racing, the No. 8 Chevrolet, and two-time NASCAR Cup Series Champion Kyle Busch.

Busch will compete in select races during the 2024 and 2025 NASCAR Cup Series seasons, beginning with 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. We 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’s No. 8 Car will be fully wrapped in Rebel Bourbon branding for multiple races during the 2024 and 2025 NASCAR Cup Series seasons.  Rebel branding will also appear on Kyle’s uniform, helmet, and other elements throughout the 2024 racing season.

 “We’re proud to partner with Rebel Bourbon and to help further introduce their surprisingly smooth but never soft-spoken spirits to NASCAR fans,” Torrey Galida, president of Richard Childress Racing, said.

RCR will provide Rebel Bourbon with strategic content, and marketing and communications support for the program. Visit rcrracing.com and rebelbourbon.com to learn more about the partnership in the coming weeks.

View the partnership video on YouTube at https://youtu.be/ngOcWZg3kVQ.

Rebel Bourbon is a Luxco brand. Founded in St. Louis in 1958 by the Lux Family, Luxco is a producer, supplier, importer and bottler of beverage alcohol products, including brands such as Bload Oath, Yellowstone, Remus Straight Bourbon Whiskey and Rossville Union Straight Rye Whiskey. For more information about Luxco and its brands, visit luxco.com.

For more information about Richard Childress Racing, visit www.rcrracing.com.