Kevin Harvick energy drink NASCAR rivalry is capturing headlines as a new marketing showdown appears on the horizon. On July 15, 2025, during his ‘Happy Hour’ podcast, Harvick highlighted the surging influence of brands like Red Bull amidst Shane van Gisbergen’s explosive success in NASCAR’s Cup Series, fueling speculation about a renewed brand rivalry much like historic sponsorship wars from previous decades.
Shane van Gisbergen’s rapid ascent in his rookie Cup season for Trackhouse Racing has set the sport abuzz. After making history as the first Cup debutant winner in six decades at the 2023 Chicago race, Gisbergen—known as SVG—continued to dominate, clinching victories in Mexico City, Chicago, and then at Sonoma, where he shattered Jeff Gordon’s previous laps-led record. With four Cup wins in only 34 starts, and a place in the playoffs, SVG is redefining what rookie drivers can achieve.
Yet, his impact transcends competition. SVG’s commercial journey is complex—starting with sponsors like Enhance Health and Quad Lock, then bringing U.S. partners such as WeatherTech and AdventHealth. Red Bull, however, returned as a major sponsor, prominently displayed during his Cup triumphs and possibly rekindling a sponsor rivalry not seen in NASCAR for years.
Historical Achievements and Legendary Comparisons
On Harvick’s podcast, Kaitlyn Vincie, Mamba Smith, and Harvick himself dissected what makes SVG’s success so remarkable.
“I think the stat that really helps tell this story in its entirety is, first driver to get four wins in the fewest starts since 1967,”
—Kaitlyn Vincie, Broadcaster
The trio marveled at how rare SVG’s accomplishment is, recalling Parnelli Jones as the last to reach such heights with similar brevity in starts. Harvick weighed in, naming Jones as the only comparable figure:
“The name next to that stat is Parnelli Jones.”
—Kevin Harvick, NASCAR Champion
Smith, reflecting on Jones’s versatility, noted the similarities to SVG.
“Which actually kind of makes a little bit of sense, isn’t Parnelli… didn’t he have a road course racing background too?”
—Mamba Smith, Analyst
SVG’s adaptability from dominating Australia’s Supercars to elite-level NASCAR racing has made him a modern-day analog of Jones, whose legendary status spanned triumphs at the Indianapolis 500 and off-road circuits.
Red Bull Returns: Sponsor Power and a New Era for NASCAR Marketing
Beyond SVG’s racing prowess, the established partnership with Red Bull signals more than just financial backing—it hints at a brewing commercial battle that recalls classic “beer wars.” Harvick outlined how Red Bull’s NASCAR journey began roughly two decades ago with great aspirations but disappointing returns:
“I think that when you look at SVG, well, there’s a couple things here. One, the sponsor on the side of that car,”
—Kevin Harvick, NASCAR Champion
“Well, when you have Red Bull on the side of your car, Red Bull came into this sport in 2005-ish, and had just a terrible experience with the way that they put the team together, the performance on the racetrack.”
—Kevin Harvick, NASCAR Champion
Despite the bold entry and high hopes to rival their Formula 1 success, Red Bull’s NASCAR outing struggled. The organization faced instability, notably changing crew chiefs multiple times for drivers like Brian Vickers in a single season.
But recent days have shown a reversal.
“Everything that happened with Red Bull’s experience in NASCAR is the exact opposite of what just happened yesterday,”
—Kevin Harvick, NASCAR Champion
Harvick pointed to SVG’s win as a turning point for the brand in U.S. stock car racing, underscored by the involvement of rising American driver Connor Zilisch—racing in the NASCAR Xfinity Series for JR Motorsports with Red Bull’s support.
“With Shane going to Victory Lane, his relationship, bringing Connor Zilich on board with that Red Bull relationship.”
—Kevin Harvick, NASCAR Champion
The Stage for a New Brand Showdown
Decades ago, NASCAR’s identity was intertwined with massive sponsor rivalries—particularly among beer brands. Iconic matchups like Dale Earnhardt Sr.’s Goodwrench Chevrolet with Budweiser versus Rusty Wallace’s Miller Lite Ford were legendary, extending from race day to every facet of race-week marketing. These era-defining rivalries defined the sport’s fan culture.
Harvick believes the energy drink sector is poised to ignite a similar marketing battle.
“The energy drink sector of what we do, we need Red Bull and Monster to compete,”
—Kevin Harvick, NASCAR Champion
He envisions brands like Monster Energy and Red Bull bringing the same fierce competition and promotional vigor to modern NASCAR, reminiscent of the Budweiser, Coors Light, and Miller Lite sponsorship arms races.
“Whether it be marketing, advertising, just like Budweiser, Coors Light, Miller Light used to do back in the day. When you have those big companies like that, that are engaged in the marketing side of things, it brings a whole new element to the marketing side of things. And that is good for our sport.”
—Kevin Harvick, NASCAR Champion
SVG’s continued success and Red Bull’s strategic involvement signal that NASCAR could soon enjoy an energy drink rivalry reminiscent of its most vibrant marketing eras, with sponsors again becoming an essential part of the sporting drama.
The NASCAR Sunday Tradition and Scheduling Debate
On a separate but equally passionate note, Harvick addressed the topic of race scheduling, firmly supporting the tradition of Sunday Cup races. For Harvick, maintaining these historic time slots is integral to the identity of the sport, a view influenced by the routines and expectations of generations of fans.
The numbers reinforce Harvick’s belief: for instance, the 2024 Daytona 500 drew nearly double the audience of a Saturday night Bristol race, highlighting the strong connection between Sunday events and larger fan engagement. Even new broadcast platforms such as Amazon Prime have seen superior viewership for Sunday Cup races compared to Saturday Xfinity Series contests on The CW.
Harvick’s appreciation for night racing is tempered by his conviction that Sundays are non-negotiable:
“but we’ve had a lot of Sunday night races,”
—Kevin Harvick, NASCAR Champion
While some, such as Ryan Blaney, cite Saturday races as a chance for drivers to have time with their families, Harvick holds steady:
“If you want a weekend off, let’s give them a weekend off, but Cup races are for Sundays,”
—Kevin Harvick, NASCAR Champion
This debate reflects deeper questions about how NASCAR should balance tradition, family considerations, and evolving audience habits as it charts the future of its most important race weekends.
A New Era Dawns for NASCAR Sponsors and Fans Alike
As Shane van Gisbergen’s performances light up scoreboards and energize the fanbase, Red Bull’s prominent role foreshadows more than just race-day buzz—it revives the hope for another chapter of epic sponsor showdowns. The vision voiced by Kevin Harvick of a full-scale energy drink rivalry, perhaps against Monster, mirrors earlier decades where sponsor competition electrified every aspect of NASCAR culture.
With SVG’s winning momentum, Red Bull’s renewed efforts, and Monster Energy’s steady presence, all the elements are converging for a high-stakes branding battle. For fans who remember the Budweiser and Miller Lite eras, and for a new generation eager for modern spectacle, the stage is set for energy drinks to fuel NASCAR’s next great rivalry—one that could redefine marketing and fan engagement for years to come.
