Sports Business Journal reports UFC President Dana White’s Howler Head whiskey brand announced a partnership with NASCAR team Trackhouse Racing which begins this weekend at the L.A. Coliseum. Howler Head, the banana-infused official flavored whiskey of the UFC, will be the primary sponsor on Trackhouse Racing’s No. 1 Chevrolet.
Trackhouse Racing was founded in 2020 by Justin Marks and started racing last year. It appears that the team is using out-of-the-box thinking to draw eyes to its brand. It has rapper Pitbull as a co-owner and sponsors PGS Tour golfer James Hahn.
The partnership did not disclose the terms although one might expect cross-promotion of Trackhouse Racing within the UFC as Howler Head will get some exposure with a unique NASCAR race at the L.A. Coliseum this weekend. Without NFL Football, more eyes will likely be watching NASCAR.
Certainly, NASCAR and UFC likely share the same demos so this will likely benefit both parties.
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