Phorm Energy sponsorship of William Byron No. 24 team was announced as part of a multi-year collaboration between Phorm Energy and Hendrick Motorsports. The partnership takes effect immediately, with the energy drink company becoming the primary sponsor for the No. 24 Chevrolet through 2027, aiming to boost visibility while launching a new energy drink brand across key racing seasons.
New partnership launches innovative energy drink to NASCAR fans
The arrangement will see Phorm Energy, a creation developed through collaboration between Anheuser-Busch, 1st Phorm, and Dana White, take center stage. The product, designed for those aiming to reach their full potential, introduces four flavors—Screamin’ Freedom, Blue Blitz, Orange Fury, and Grape Smash. The new beverage features natural flavors, green tea-sourced caffeine, electrolytes for hydration, and ingredients supporting mental focus.
Phorm Energy is manufactured by two companies from St. Louis, reflecting their local roots and partnership with established American brands. The official integration with Hendrick Motorsports involves not just race car branding but also immersive marketing strategies, including a substantial presence in the team’s new athletic facility.
Leadership shares excitement over the transformative deal
“Launching Phorm Energy is a huge moment for our team and partnering with Hendrick Motorsports is just another way we can continue to grow and deliver something truly special,”
said Sal Frisella, CEO, 1st Phorm.
“We have built this brand for people that embrace the grit and grind in their everyday lives, and that’s something that Hendrick Motorsports and their drivers inherently know and understand. We know we found the right partner in Hendrick Motorsports and together we have big plans.”
—Sal Frisella, CEO, 1st Phorm
Commitment extends across races and seasons
Phorm Energy will headline the No. 24 Chevrolet as primary sponsor for two Cup Series events in 2026 and for four in 2027, ensuring a sustained and visible presence for William Byron’s team. Hendrick Motorsports began the 2025 season with an impressive second straight DAYTONA 500 win, solidifying their dominance as current regular season leaders.
Beyond the primary sponsorship, Phorm Energy is taking on a year-round associate role for the Nos. 5, 24, and 48 teams over the next three years. Branding will be incorporated across the organization, with Phorm Energy logos featured on pit crew firesuits, helmets, and strategically on race cars, especially around the fuel ports and uniforms of the fueling crew.
Major enhancements for athletic training and recovery
The collaboration also includes Phorm Energy’s integration into the upcoming 35,000-square-foot Hendrick Motorsports athletic and meeting center located in Concord, North Carolina. Construction began this April, with the facility expected to open before the 2026 season. The center will offer resources for training, recovery, and overall well-being for drivers, pit crews, and staff, with Phorm Energy branding and products spotlighted throughout this state-of-the-art space.
Key figures highlight mutual values and ambitions
“It’s an amazing opportunity to work with a powerhouse like Anheuser-Busch, as they launch Phorm Energy and build something new,”
said Jeff Gordon, vice chairman of Hendrick Motorsports.
“As a brand grounded in shared values of dedication and hard work, we’re proud that the No. 24 team and our incredible athletes get to be part of their community. We’re making a major investment in our facilities to support our teammates with the best possible resources, and it’s exciting to have Phorm Energy involved from day one. We look forward to collaborating on a distinctive and authentic program.”
—Jeff Gordon, Vice Chairman of Hendrick Motorsports
Looking ahead: Phorm Energy and Hendrick Motorsports poised for robust growth
This partnership is positioned to fuel both brands, offering Phorm Energy extensive exposure while underscoring Hendrick Motorsports’ commitment to innovation and performance. Fans and members of the racing community can expect to see continued collaboration on and off the track through promotional activities, campus engagement in Concord, and new opportunities for athletes and pit crews as the seasons progress.
