Kyle Busch returns to energy drink endorsements with Phorm Energy, marking a new chapter in his partnership with Anheuser-Busch and reigniting excitement in his loyal NASCAR following. This move comes a little over a year after the closure of his own energy drink business, cementing both his adaptability and enduring appeal among fans.
Busch’s Energy Drink Ventures: From Ownership to Endorsement
Kyle Busch’s relationship with energy drinks extends beyond typical endorsements, reflecting the deep loyalty of his fanbase, frequently called Rowdy Nation. When he drove the No. 18 car for Joe Gibbs Racing under the M&Ms brand, supporters rallied behind every product he promoted. That fervor increased when, in 2020, Busch launched Rowdy Energy, giving fans a product that was both endorsed and owned by the two-time Cup Series champion.
Rowdy Energy’s brand identity was closely intertwined with Busch’s public image, appearing on his racing attire, vehicles, and regularly in Victory Lane. The company expanded its reach by enlisting other athletes such as John Hunter Nemechek and Rico Abreu as ambassadors, further embedding itself in motorsports culture.
Shutting Down Rowdy Energy
However, Rowdy Energy’s momentum ended abruptly in January 2024 when Busch announced its closure on social media.
Like many other consumer brands, the headwinds have proven to be too strong, and it makes the most sense to end the journey so I can remain focused on my family and my racing career,
—Kyle Busch, via social media. The decision reflected broader challenges across the consumer goods sector, and Busch chose to step away from the business to prioritize personal and professional commitments.
Partnering with Anheuser-Busch and Phorm Energy
Following this unexpected pause, Busch has returned to the energy drink market—but this time as a brand ambassador rather than an owner. According to Adam Stern of the Sports Business Journal, the driver, who is now 40, has partnered with Anheuser-Busch to promote their new energy drink, Phorm Energy.
This collaboration with Anheuser-Busch represents a partnership long speculated by fans but realized now in a form distinct from past NASCAR sponsorships by beverage companies. The news invigorates Rowdy Nation, providing a fresh outlet for fan enthusiasm and keeping Busch’s presence in the competitive world of energy drinks and NASCAR promotions.
Anticipated Impact for Busch and His Supporters
Bursting back into the endorsement spotlight, Busch demonstrates both resilience and a savvy understanding of his marketability. Working with a major corporation like Anheuser-Busch and Phorm Energy places him squarely back into the public eye, while giving fans a new product to support in his name. As this partnership unfolds, it is likely to generate continued interest and engagement among NASCAR enthusiasts, reaffirming Busch’s influence both on and off the track.
