RCR adds Zone Premium Nicotine Pouches as 'anchor partner' of Kyle Busch in 2024

Richard Childress Racing announced Zone Premium Nicotine Pouches as the “anchor partner” of Kyle Busch for the 2024 NASCAR season. That deal starts with the Daytona 500. RCR has carved out a niche with Busch and his sponsors.

While nicotine, bourbon, and hemp-derived THC aren’t the same, they are more or less in the same general market. Zone Nicotine Pouches, Rebel Bourbon, and 3CHI are out-of-the-box sponsors. They are vices, but Busch Light is one of the biggest sponsors in the sport, so what’s the issue?

Kyle Busch will be part of this new nicotine brand launch. The product isn’t available until February 5 and only in 12 markets across the United States.

According to a press release, these pouches are “a new extra soft nicotine pouch that delivers a premium tobacco-free and smoke-free experience for adult nicotine consumers.” The brand is owned by ITG Brands.

Richard Childress Racing is happy to bring the brand on board the No. 8 car this season. Nicotine, legal cannabis, whatever you need, Kyle Busch is your guy.

“We are proud to forge a partnership in another new product category for NASCAR and are looking forward to helping zone build brand awareness and introduce adult nicotine consumers to their premium nicotine pouches,” said Torrey Galida, president of Richard Childress Racing.

The release also said that there will be track activations and other fan experiences throughout the season.

Right now, there is no paint scheme for Zone. However, that will likely be revealed in the coming weeks as the brand launch and Daytona 500 get closer. In fact, February 5th is one day after the Busch Light Clash. That seems like a fitting day for a paint scheme reveal…

Kyle Busch solidifying partners at RCR

Things have been going well for Kyle Busch in the sponsorship department. When he was paired up with 3CHI and earned the nickname “Kyle Kush” it was a perfect fit. He’s never shied away from his sponsorship there and I don’t think he will with Zone, either.

Busch and RCR are going old-school here. Nicotine, bourbon, and cannabis – they have cornered a market that many have been a little afraid of apprehensive to corner. And I think it’s going to be a big success.

This season, Busch became one of the most popular drivers in the Cup Series. His fans responded to his move to Richard Childress by eating Cheddar’s chicken tenders and buying 3CHI products all 2023.

I think Zone saw that and it made sense. Same for Rebel Bourbon. This is a new-school look at old-school partnerships. He’s no longer the Candy Man, but Rowdy has a group of sponsors that line up with his longtime nickname.

What do you think of the new partnership with Zone and RCR?