Kaulig Racing’s future partnerships have come into sharp focus following a recent hint from CEO Chris Rice, signaling potential changes in its $11.4 billion association with a top sponsor. On social media, Rice sparked widespread debate after thanking energy drink partner CELSIUS, prompting fans and industry insiders to question whether a significant Kaulig Racing sponsorship transition is imminent.
Chris Rice’s post read,
Thankful for the many years of support from @CelsiusOfficial. Thank you!!
—Chris Rice, CEO.
This statement followed several years of collaboration, with CELSIUS serving as a high-profile sponsor for Kaulig Racing since 2021. Their branding, especially with driver AJ Allmendinger, has been a familiar presence across the team’s Cup and Xfinity Series vehicles. The company’s relationship with Kaulig has become integral, with CELSIUS Holdings playing a prominent role in promoting the team’s success on and off the race track.
The immediate response from fans and observers moved swiftly from appreciation to uncertainty. Many questioned whether Rice’s words were merely a sign of gratitude or an undisguised farewell. Social media accounts dedicated to the team openly mulled over this ambiguity, highlighting that, so far, no official declaration has clarified whether CELSIUS’s contract has been renewed or is ending. Notably, there have been no announcements from either Kaulig Racing or CELSIUS Holdings confirming an ongoing partnership or addressing any negotiations for extension.
The silence and timing of the message have only increased the speculation, leaving supporters and analysts anxious over the possible departure of one of NASCAR’s most prominent team-sponsor relationships. If the collaboration with CELSIUS ends, it would mark the end of a partnership that brought significant global recognition and a loyal following for both parties involved.
Prospects of a New Automotive Partnership and Its Impact
A separate interview has brought further complexity, revealing that Kaulig Racing is exploring new alliances that could alter its future direction. During a recent segment on SiriusXM NASCAR Radio, Rice announced Stellantis—owner of major brands such as RAM, Dodge, Jeep, and Chrysler—would provide support for the team’s Cup Series operations. This key information slipped largely beneath the surface, yet it points to major developments behind closed doors.
Insiders in the NASCAR community have speculated that Stellantis branding could appear on Kaulig’s race cars soon, even as the team’s manufacturer allegiance stays with chevrolet/”>Chevrolet for now. These rumors suggest that Stellantis may be preparing for an eventual re-entry of Dodge into the sport, using an interim sponsorship to provide funding and exposure through Kaulig while keeping Chevrolet connections intact in the short term.
The strategic support from Stellantis has significant implications. It stands to offer Kaulig resources and marketing power previously unavailable to the team, possibly including factory-level backing which could help elevate the organization into closer competition with NASCAR’s top teams. The prospect of gaining such a partner is particularly crucial as Kaulig Racing has long operated as a mid-tier outfit, seeking the boost needed to challenge the leading names in the sport.
For now, the status of CELSIUS remains uncertain. No statements have emerged confirming an official split or extension, and both fans and inside observers are left to read between the lines of Rice’s public comments and media appearances. The racing community is watching closely to see whether the Kaulig Racing sponsorship transition from a globally recognized energy drink brand to a multinational automaker will materialize, and how it might reshape the landscape of NASCAR sponsorships moving forward.
The coming season could prove transformative for Kaulig Racing, whether the team retains its long-standing relationship with CELSIUS, forges ahead with a new alliance with Stellantis, or navigates the turbulent waters between these major partners. The outcome will have sweeping consequences for the team’s financial future, performance potential, and standing within NASCAR’s fiercely competitive environment.
Thankfull for the many years of support from @CelsiusOfficial Thank you!! pic.twitter.com/xEKOLTPSkn
— Chris Rice (@C_Rice1) November 10, 2025
