Kyle Busch's new nicotine sponsor could be a controversial, but successful partnership

This season, Kyle Busch will be sponsored by zone nicotine pouches for the majority of the 2024 Cup Series schedule. The two-time NASCAR champion and his Richard Childress Racing team could hit it big with zone, or it could end up being controversial.

Ever since “Big Tobacco” was forced to limit marketing efforts, things have changed in the nicotine market. Cigarettes, vapes, and other products have taken a big public relations hit. But what about a tobacco-free, smoke and vape free, alternative?

ITG Brands, the company that now owns the Winston cigarette brand, is the company behind zone nicotine pouches. They are hoping to jump into a market that is currently new and upcoming. With Kyle Busch on board, they have a popular face for the brand, too.

ITG is clearly trying to tap back into the NASCAR market. They can’t do it with tobacco products, so, they will try to do it with these pouches. It could be controversial, though.

“Nicotine delivery has always been controversial given the health issues associated with tobacco,” business professor Roger Beahm of Wake Forest explained, via the Winston-Salem Journal. “Zone is marketed as an age-restricted product and that will immediately trigger questions and concerns because some may view it as tempting to some underage adolescents.

“For tobacco companies, marketing activities have traditionally been suspect and every new product controversial. It’s unlikely the new zone will be different.”

The marketing professor doesn’t see why this can’t be a good situation for both zone and Kyle Busch, saying, “there’s nothing to suggest this won’t be a lengthy win for both organizations.”

Given how Rowdy’s fans supported brands like 3CHI, Cheddar’s and more in 2023, I think zone is making a good bet. Fans of Kyle Busch are very loyal.

Kyle Busch ready for second season at RCR

In 2023, three wins and a surprisingly productive season showed what could happen in this union between Kyle Busch and RCR. The first year was great. Winning at Fontana, Talladega, and Gateway – Busch showed he was still capable of being a championship-level drive.

The second half of the season didn’t go very well. It featured mechanical issues, pit stop mistakes, wrecks, and just slow cars. That and more have to improve. Consistency has to last throughout the 38-week season, and not just stop 20 weeks into the year.

Good news, Busch is about to head to the Busch Light Clash to race for a win. He was P2 a year ago at the LA Coliseum. This season, he will try and win in what is likely the last time NASCAR has this event at this venue. At least for a few more years.

The 2024 season features new drivers, new sponsors, and new opportunities for NASCAR. Kyle Busch will be searching for his third championship in the Cup Series before he turns 40. He will be racing with zone nicotine pouches for most of the season, which could help propel his popularity further.