Kaulig Racing announces Celsius will return as sponsor in 2024 for AJ Allmendinger

In both the Xfinity Series and Cup Series, Celsius Energy is back with Kaulig Racing and AJ Allmendinger for the 2024 NASCAR season. Allmendinger has been producing results for Celsius with a win in both series last season featuring the drink brand on his car.

AJ Allmendinger will be competing for the Xfinity Series championship this year. Not the Cup Series. So, he should be in Victory Lane a lot more often coming up. In 2022, Allmendinger was part of a very exciting championship race in the Xfinity Series. He could get there again.

And, Celsius hopes that he does get there again. The brand has spent a lot on sports, motorsports, and other marketing initiatives to varying success. I’d argue their deal with Kaulig Racing is their most successful.

Kaulig had some fun with this announcement, making a hilarious video.

After sending not one, but TWO @CelsiusOfficial cars to victory lane in 2023, CELSIUS returns in 2024 to continue as the Official Energy Drink Partner of Kaulig Racing!#LiveFit | #TrophyHunting pic.twitter.com/Mfhy4fzcGA

— Kaulig Racing (@KauligRacing) January 12, 2024

“CELSIUS has always been important to everyone at Kaulig Racing,” said team president, Chris Rice in a press release. “We encourage all our employees to take time for their health and fitness, and having a long-time partner that not only encourages the same, but aids our employees in doing so, is awesome. It means a lot to us to continue this partnership as we go into our ninth season with CELSIUS.”

The Kaulig Racing organization seems to be in a weird transition period right now. However, having brands like Celsius remain loyal to their program and driver is a big deal.

AJ Allmendinger ‘excited’ about Celsius partnership

Drivers love to have great sponsors. Especially something like a drink. It’s easily recognizable, people can go to their local store and get it. These are the kinds of brands that can really thrive in motorsports.

AJ Allmendinger is a great driver for Celsius. He gets wins, he’s exciting, and you know he’s going to savor every moment of every victory in the process.

“I’m excited about our continued partnership with CELSIUS,” said Allmendinger. “To see the growth of CELSIUS, even since I joined the team in 2019, has been really special. CELSIUS is the go-to energy drink for my team and I, and it was definitely fun to have it as part of our victory lane celebrations last season. We’re going to have a fun season as this brand continues to grow, and I look forward to representing them on and off the track.”

Celsius will be on board with AJ Allmendinger at the Daytona 500. He will step into the No. 16 Kaulig Chevy Camaro and try to earn himself a Harley J. Earl trophy.