Kendall Jenner’s 818 Tequila has forged its first national sports partnership with NASCAR driver Toni Breidinger, marking the brand’s entry into motorsports and aligning with Breidinger’s historic role as the first woman in NASCAR to collaborate with a tequila brand. The multi-race deal, announced ahead of the 2025 Craftsman Truck Series season, proves 818’s strategy to tap into NASCAR’s rapidly diversifying fanbase, particularly women, who now comprise 38% of viewers.
Kendall Jenner highlighted Breidinger’s crossover appeal: “Toni is a force both on the track and on social media. She embodies the fearless energy we celebrate at 818”. Toni Breidinger echoed the alignment: “As a tequila lover, partnering with 818-a brand that uplifts women-is a dream”.
Founded in 2021, 818 achieved 16x category growth in 2024, far outpacing the tequila market’s 2% annual expansion. Its Blanco variant saw 35% volume sales growth, driven by Gen Z and millennial consumers.
The brand’s social media dominance-highest TikTok views and Instagram engagement among competitors-laid groundwork for sports marketing ventures.
Breidinger holds the NASCAR record for 27 top-ten finishes by a female driver in ARCA and boasts over 5 million followers online, making her the sport’s most-followed athlete.
Her advocacy for women in motorsports, including co-founding the Women’s Motorsports Network, aligns with 818’s emphasis on female empowerment.
818’s 1% for the Planet commitment and partnership with S.A.C.R.E.D. (supporting Mexican agave communities) strengthened its appeal to socially conscious audiences.
The brand’s 47 blind-tasting awards since 2022 established credibility in a crowded spirits market.
Strategic Impact on NASCAR
NASCAR’s Demographic Shift: Female viewership has grown 22% since 2020, with Breidinger’s TikTok presence attracting younger fans.
818’s branding on Breidinger’s car, fire suit, and helmet marks a departure from traditional alcohol sponsorships in NASCAR, which historically favored beer brands.
The May 30, 2025, Nashville Speedway race will feature an 818-hosted VIP experience and afterparty, blending live events with brand immersion.
Looking Ahead
Following the Nashville race, 818 will serve as an associate sponsor for Breidinger’s remaining 2025 races. The collaboration signals 818’s ambition to leverage sports partnerships for market penetration, while NASCAR gains a culturally resonant brand to amplify its inclusivity efforts. With tequila now the second-most popular spirit in the U.S., 818’s track-side visibility could further disrupt a $12.9 billion category.
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