Ross Chastain has become the new face of the Busch Light sponsorship in the NASCAR Cup Series following Kevin Harvick’s retirement in 2023, forging a fresh partnership with Anheuser-Busch for the 2024 season. This move places Chastain and his Trackhouse Racing team at the forefront of a high-profile collaboration, spotlighting the importance of brand allegiance in the world of American racing.
The Legacy of Anheuser-Busch in NASCAR and the End of an Era
For more than a decade, Anheuser-Busch, through the Busch Light brand, was synonymous with Kevin Harvick’s cars, making him instantly recognizable on race days, especially under the Texas sun during packed NASCAR Cup Series events. Harvick’s retirement in 2023 and the conclusion of this sponsorship marked a pivotal end to the brewing company’s long-standing relationship with the Stewart-Haas Racing icon.
Despite stepping back from one of its most enduring driver partnerships, Anheuser-Busch was determined not to withdraw from NASCAR completely. With Chastain stepping into the spotlight, the company found its next ambassador, ensuring its ongoing presence in the sport.
Establishing the New Alliance with Ross Chastain
Chastain revealed how the Ross Chastain Busch Light sponsorship came to fruition for the 2024 NASCAR season, emphasizing the proactive approach taken by his team and pointing to his genuine affinity for the brand. The agreement between Trackhouse Racing and Anheuser-Busch is a multi-year deal, locking in long-term stability and increased visibility for both parties.
“We wanted Busch Light. We knew Kevin Harvick was retiring, and we wanted to make our case to him. I drank Busch Light before they sponsored me. I was going to drink it whether they sponsored me or not. So, that made the first conversation really easy.”
— Ross Chastain, Driver
Chastain also highlighted his down-to-earth approach when interacting with fans, including his mention of a lighthearted challenge involving fellow racer Shane van Gisbergen, which he plans to pursue in the offseason.
The Personal Significance of the Sponsorship for Chastain
One of the driving factors behind Chastain’s pursuit of this high-profile partnership is traced back to his family’s heritage and values. Growing up in a family dedicated to watermelon farming, Chastain associates Busch Light with relaxation after long hours and with celebration around loved ones.
“This sponsorship means so much to me as the brand not only supports NASCAR, but also places value and extends their support to communities that are close to my heart—the humble, hard-working people across the U.S. who enjoy cracking a cold one after an honest day’s work.”
— Ross Chastain, Driver
This resonance between brand identity and personal values strengthens his connection with both the Busch Light brand and its loyal audience across the country.
Building on a Tradition and Looking to the Future
Anheuser-Busch’s commitment to NASCAR runs deep, having launched their sponsorship with Harvick through Budweiser in 2011 before shifting to the Busch Light label, supporting him through his tenures at Richard Childress Racing and Stewart-Haas Racing. With Chastain now at the helm at Trackhouse Racing, the company aims to sustain its longstanding influence and fan engagement within the sport.
The new partnership signals a promising chapter for both Chastain and Anheuser-Busch, with hopes for a durable and mutually beneficial alliance similar to the longstanding collaboration the brewing giant maintained with Harvick. As racing continues to evolve, Chastain’s role as the latest representative of Busch Light will likely bring fresh energy to both the brand and its devoted NASCAR fanbase.
