Layne Riggs partners with CLEW Nicotine Pouches in NASCAR, marking the start of a new multi-race sponsorship between the rising driver and the nicotine pouch brand, with their collaboration debuting at Michigan International Speedway this Saturday. As the 2025 season progresses, Riggs and the No. 34 Front Row Motorsports team aim to convert their consistent performance into a victory, while CLEW steps into the racing world for the first time as Riggs’ primary sponsor in several races and associate partner for the year.
CLEW Nicotine Pouches Announced as Front Row Motorsports Sponsor
On Tuesday, the No. 34 Front Row Motorsports NASCAR Craftsman Truck Series team confirmed their new partnership with CLEW Nicotine Pouches, unveiling plans for CLEW to serve as the main sponsor on Riggs’ truck across multiple events during the upcoming 2025 season. This highly anticipated partnership is set to kick off at Michigan International Speedway, where Riggs will pilot the No. 34 ford/”>Ford F-150 with CLEW branding.
Front Row Motorsports expressed enthusiasm leading up to Michigan, sharing:
“The boys are buzzin’ We’re excited to have @OfficialClew on the No. 34 truck of @LayneRiggs99 for a multi race partnership, starting this weekend in Michigan.”
—Front Row Motorsports (@Team_FRM)
Riggs, who has shown strong form and persistently vied for wins all season, eyes this weekend’s race as both a debut for the new sponsor and an opportunity to secure his first triumph of the year. The team’s supporters and fans of CLEW will look to see if Riggs can take both to Victory Lane in Michigan.
Driver and Brand Share Enthusiasm for the New Partnership
The relationship between Riggs and CLEW goes beyond the racetrack as the partnership is set to cover multiple races, with CLEW also joining as a year-long associate sponsor for the No. 34 team. CLEW, a nicotine pouch company entering NASCAR for the first time, views this collaboration as a significant opportunity to expand its presence within motorsports while connecting with NASCAR’s broad fan base.
Layne Riggs expressed his optimism and excitement for the new relationship, sharing:
“This is going to be a fun partnership,”
said Riggs.
“There is a lot of synergy between NASCAR and nicotine, so I am looking forward to promoting the CLEW brand to our fans. They have a great product with a ton of flavors. Hopefully, I can hold up a can of CLEW in Victory Lane.”
—Layne Riggs, Driver
Representing CLEW Nicotine Pouches, Global CEO Waqas Khan outlined the company’s vision and passion for engaging with NASCAR, stating:
“We are extremely excited at the multitude of possibilities that this partnership brings for CLEW and Front Row Motorsports. The synergy between CLEW and NASCAR is undeniable, NASCAR is the heartbeat of the USA, and as a brand that believes in meeting the customer wherever they are, this is the perfect opportunity for our adult fans to watch some great races while enjoying our globally award-winning, flavor-packed, moist nicotine pouches. This partnership signifies CLEW’s commitment to engaging with NASCAR’s passionate fan base and establishing a long-term presence in the motorsports world.”
—Waqas Khan, Global CEO of CLEW Nicotine Pouches
Strong Season Performance Sets Up Sponsor Debut
Currently in his second full-time campaign in the NASCAR Craftsman Truck Series, Layne Riggs brings momentum into the sponsorship launch, with impressive results over the first dozen events of the 2025 season. To date, Riggs has captured five top-five finishes and six top-10 results, placing him sixth in the championship standings and keeping the team in the fight for playoff qualification. The Michigan event holds special significance as both Riggs and CLEW aim to celebrate their growing partnership atop the podium.
New Opportunities and Ongoing Ambitions
As the 2025 racing season continues, the partnership between Riggs, CLEW, and Front Row Motorsports signals a blend of fresh energy and mutual ambition. CLEW leverages its initial foray into NASCAR to engage new customers, while Riggs seeks to transform his steady performance into victories. All eyes will be on Michigan International Speedway this weekend as fans see if Riggs can take the No. 34 to Victory Lane, making CLEW’s NASCAR sponsorship debut even more memorable.
