Toni Breidinger’s rise in motorsports is as much about her driving talent as it is about her ability to attract high-profile sponsorships that bridge the worlds of racing, fashion, and lifestyle. In 2025, the 25-year-old NASCAR driver and model has become a magnet for major brands, leveraging her status as the first Arab-American woman to compete in NASCAR and her massive social media following to forge partnerships that are as bold as her on-track ambitions.
818 Tequila: A Trailblazing Partnership
Toni Breidinger’s collaboration with 818 Tequila, the award-winning brand founded by Kendall Jenner, marks a significant milestone for both parties. For 818 Tequila, the partnership with Breidinger represents its first foray into national sports sponsorships, a move designed to accelerate cultural marketing and connect with Gen Z and millennial consumers. The brand’s approach—mixing spirits, fashion, and digital culture—aligns perfectly with Breidinger’s persona as a boundary-pushing athlete and influencer.
“Alcohol is a ground game—it’s all about the market—and NASCAR is really prevalent in a lot of these markets that we’re super-focused on right now,” said Kathleen Braine, CMO of 818 Tequila. The partnership is also seen as a celebration of female empowerment, echoing Jenner’s experience as a female founder in the alcohol industry. “We’re empowering a female driver in NASCAR, and it’s really aligned to what Kendall has experienced as a female founder in the alcohol space. There’s a lot of alignment there,” Braine added.
The collaboration sees 818 Tequila as the primary sponsor for Breidinger at the Nashville Superspeedway race on May 30, 2025. The brand takes over the event, hosting an exclusive VIP experience and after-party featuring Breidinger herself. Throughout the 2025 NASCAR Craftsman Truck Series season, 818 branding is featured prominently on Breidinger’s car, racing gear, and fire suit. “Vehicles have been part of our aesthetic and our marketing since the very beginning,” Braine noted, highlighting the synergy between the brand’s image and the world of motorsports.
For Breidinger, the partnership is a dream come true. “As a tequila lover, 818 Tequila has always been my favorite, so partnering with them for the 2025 season is a dream come true,” she shared.
“I am proud to team up with a brand that is unapologetically itself and continues to uplift women.” – Toni Breidinger
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Jenner herself praised Breidinger’s trailblazing accomplishments and expressed excitement about backing her journey, calling her “a force both on the track and on social media”.
Coach Sponsorship Elevates Toni Breidinger
Breidinger’s ability to blend motorsport aesthetics with fashion has earned her another major partnership: a sponsorship with iconic New York fashion house Coach. This collaboration is not just a logo on a truck; it’s a statement about the evolving face of NASCAR and the growing influence of female athletes in traditionally male-dominated spaces.
Coach’s sponsorship of Breidinger’s No. 5 Toyota Tundra TRD Pro is set to turn heads at key races in Michigan and Talladega. The partnership brings a striking new look to her truck, one that reflects both her racing grit and her personal flair. “Proud to have @Coach on my truck for this weekend’s race at Michigan,” Breidinger announced on X.
“To be a part of their SoHo Sneaker Campaign and now have them on the truck is a dream. Grateful to work with brands who embrace me and my self-expression.” – Toni Breidinger
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This isn’t the first time Coach and Breidinger have worked together; she previously starred in the brand’s SoHo Sneaker Campaign, bringing her signature style to the fashion world.
Coach’s presence on her truck is a bold move, signaling a cultural crossover that few racers have achieved. Breidinger’s previous work with high-fashion brands like Victoria’s Secret and Savage X Fenty has already established her as a bridge between racing and modeling, but the Coach partnership takes this to a new level. It’s a testament to her growing influence and her ability to attract brands that value authenticity, inclusivity, and self-expression.
Sunoco-Inspired Paint Scheme
While direct confirmation of a Sunoco-sponsored paint scheme for Breidinger is not present in the latest sources, Sunoco remains a legendary name in motorsports, known for its iconic blue-and-yellow livery.
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Many drivers have sported Sunoco-inspired designs as a nod to racing history, and Breidinger’s team could easily draw inspiration from this tradition to create a visually striking tribute. Such a scheme would not only pay homage to NASCAR’s heritage but also attract attention from fans who appreciate classic racing aesthetics.
Other Notable Partnerships and Brand Collaborations
Beyond 818 Tequila and Coach, Breidinger’s list of sponsorships and brand collaborations is impressive. She has worked with Celsius, the energy drink brand, which served as the primary sponsor for her NASCAR Craftsman Truck Series entry at Daytona and as an associate sponsor for 19 other races in the ARCA Menards Series. The predominantly white truck with orange accents and the bold Celsius logo was a hit with fans, who praised its aesthetics and called for die-cast models of the design.
Breidinger has also partnered with Gatorade and Raising Cane’s, further expanding her reach into the worlds of sports nutrition and fast-casual dining. Her collaborations with Victoria’s Secret and Savage X Fenty have made her a recognizable face in both motorsports and modeling, allowing her to connect with diverse audiences and break down barriers between industries.
Sports Illustrated Swimsuit Debut
In 2025, Breidinger added another major achievement to her résumé: her debut in the Sports Illustrated Swimsuit issue. Posing for photographer Ben Horton in Boca Raton, Florida, Breidinger became one of the few athletes to grace the iconic magazine’s pages, joining a select group of women who have transcended their sports to become cultural icons.
Her appearance in the 2025 Sports Illustrated Swimsuit issue is a testament to her growing influence and her ability to inspire both on and off the track.
“This May she will also add SI Swimsuit model to that list, as she posed for Ben Horton in Boca Raton, Fla., earlier this year and is set to grace the fold of the 2025 issue,”
the official announcement noted. This milestone further solidifies her status as a trailblazer for women in motorsports and a role model for young athletes everywhere.
Ambassador for NASCAR
Despite a challenging rookie season in the NASCAR Craftsman Truck Series—where she is averaging a 24.4 finish and sits 23rd in points—Breidinger’s impact as an ambassador for the sport continues to grow. Her ability to attract major sponsorships and her presence in high-profile media campaigns have made her one of the most talked-about figures in motorsports.
Breidinger’s partnerships are more than just branding opportunities; they are a reflection of her values and her commitment to empowering women and promoting inclusivity.
“I am proud to team up with a brand that is unapologetically itself and continues to uplift women,”
she said of her collaboration with 818 Tequila. This sentiment resonates throughout her work with Coach, Celsius, and other brands, as she continues to redefine what it means to be a modern athlete in the social media era.
News in Brief: Toni Breidinger Sponsor in 2025
Toni Breidinger’s sponsorships and partnerships are a testament to her unique ability to merge the worlds of racing, fashion, and lifestyle. From 818 Tequila’s bold entry into NASCAR to Coach’s high-fashion presence on her truck, and from her Sunoco-inspired paint scheme (whether actual or aspirational) to her collaborations with Celsius, Gatorade, Raising Cane’s, Victoria’s Secret, and Savage X Fenty, Breidinger is setting a new standard for athlete-brand relationships. Her debut in the Sports Illustrated Swimsuit issue is just the latest chapter in a career defined by ambition, authenticity, and the courage to break new ground.
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