Trackhouse Racing is preparing for a major step forward in the 2026 season as the Trackhouse Racing Red Bull partnership evolves, bringing renewed energy to NASCAR and boosting its visibility across American culture. With marketing appeal, big-name sponsors, and an international reach, the team is positioning itself to become a standout force in motorsports.
Trackhouse Racing’s Ascent in NASCAR
The emergence of Trackhouse Racing has drawn attention due to a unique blend of competitive drivers and a powerful sponsor lineup. Ross Chastain, Shane van Gisbergen, and Connor Zilisch stand out among Cup Series racers for their ability to draw fans and represent the brand. Backed by sponsors such as Busch Light, Red Bull, and WeatherTech, alongside partnerships with companies like Wendy’s, Tootsies, Kubota, and Jockey, Trackhouse is cultivating a modern identity reflective of today’s NASCAR landscape.
Team co-owner Justin Marks recently discussed the organization’s direction with Adam Stern of Sports Business Journal, emphasizing ongoing excitement and innovation, particularly regarding the Project 91 car. This car, which brought international stars like Shane van Gisbergen, Kimi Raikkonen, and Helio Castroneves into the fold, has served as a catalyst for the team’s growth and broadened its global appeal. SVG’s successful Cup Series debut with Trackhouse led directly to his full-time entry into the NASCAR scene.
“Where Project 91 is now is we go promote the program in the sponsorship market and sign a sponsor, and then we try to work with the sponsor on what kind of athlete they’d like to see,”
Justin Marks, Team Co-Owner.
“I would bet on it coming back in ’26, and we’re pretty close to getting that deal done. There’s some good opportunities,”
Justin Marks, Team Co-Owner.
Building a Modern Partnership With Red Bull
The arrival of Shane van Gisbergen to Trackhouse Racing paved the way for Red Bull’s return to NASCAR—a sport the brand had exited in 2011. Monster Energy had filled the vacuum as the dominant sponsor during Red Bull’s absence, but this dynamic is beginning to change with Red Bull’s renewed involvement.
Connor Zilisch being named a Red Bull athlete signals the company’s long-term commitment to the sport, enhancing their connection with Trackhouse and fueling further collaboration. The partnership brings advantages well beyond the racetrack, offering both international visibility and opportunities for expansion throughout motorsports.
“This company is as good of a brand as there is in motorsports, and a tremendous amount of assets across the world,”
Justin Marks, Team Co-Owner.
“They know everything about racing that you would want a partner to know about. They’ve got a very ambitious and robust plan for activation and promotion around the partnership and there’s a lot of opportunity to scale it beyond just the NASCAR team, so there’s a lot of really great conversations happening there,”
Justin Marks, Team Co-Owner.
Marketing Momentum and Future Prospects
With a roster including attention-getting drivers and forward-thinking sponsors, Trackhouse Racing is increasingly viewed as NASCAR’s team of the future. In recent months, even as their on-track results have dipped, the marketing allure of the organization has only increased. Expectations are high that Ross Chastain and Shane van Gisbergen will rack up wins next season, while Connor Zilisch is widely anticipated to contend strongly for Rookie of the Year honors.
As NASCAR continues to evolve, the Trackhouse Racing Red Bull partnership appears well-positioned to elevate both the team and the sport itself. With a sharp focus on promotion, international engagement, and bold leadership, Trackhouse Racing could influence how sponsorships and driver development are approached across motorsports in the coming years.
