Rockstar Energy joins Reddick title sponsors at 23XI

Rockstar Energy has joined 23XI Racing and will serve as a primary sponsor for Tyler Reddick in the NASCAR Cup Series.

The spring race at Talladega Superspeedway (April 26) will be the first of select events in which the company appears on the No. 45 Toyota for the Daytona 500 winner. Rockstar Energy will also feature Reddick in marketing campaigns, digital content, and on-track integrations.

“Joining Rockstar Energy now is the right fit for both us,” said Reddick. “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 is a return to NASCAR for Rockstar Energy. The company last appeared in the sport in the 2010s.

23XI Racing now has multiple energy drink partnerships with its various drivers. Riley Herbst has support from Monster Energy (which also previously supported Reddick), and development driver Corey Heim recently signed a deal with Celsius.

“Partnering with Tyler Reddick brings authority to a brand built around our LIVE LOUD culture and embracing life to the fullest,” said Steve Mateus, senior director of sports and music at Rockstar Energy. “He’s fearless, high-energy, and thrives in high-stakes moments. His relentless drive mirrors a mindset of pushing limits, making him a natural extension of a brand that celebrates intensity, individuality and unapologetic ambition.”

“Our goal is always to surround our drivers with partners that reflect their discipline, grit, and commitment to excellence and Rockstar’s ambition and support for Tyler signaled exactly that. Aligning with an athlete and team performing at this level speaks volumes to where the brand is headed in this new chapter,” said Steve Lauletta, 23XI team president. “Together, Rockstar and Tyler are poised to bring a lot of excitement to the track this season, and we look forward to seeing the partnership come to life.”