NASCAR always attempts to turn their race weekends into something bigger, more of a celebration of sorts. This time, in fact, they have gone a step further to make it feel closer to a rock concert.

As reported by Adam Stern on X, NASCAR and The Rolling Stones have come out to declare a first-of-its-kind collaboration that will produce and give fans access to co-branded apparel, limited collector vinyls, original digital content, alongside a custom listening lounge show car in Chicago.

This partnership arrives at a consequential time for both partners, ahead of the July 10 release of the English rock band's Foreign Tongues as well as before NASCAR's Chicagoland Speedway weekend, where the organisation returns on July 5 after the Cup Series was last hosted there all the way back in 2019.

“For generations, NASCAR and The Rolling Stones have captivated fans through unforgettable live experiences and a shared spirit of performance,” said Megan Malayter, NASCAR vice president of licensing and consumer products.

“While one takes place on the race track and the other on the stage, both are fueled by passion, energy and life on the road,” she added.

Another interesting fact about this joint campaign is that it would also include a film featuring Jesse Love, Connor Zilisch, Carson Hocevar and Cleetus McFarland as a fictional touring band.

This collaboration would ultimately grant fans exclusive content and immersive experiences like no other, bringing together the worlds of rock and roll and American racing.

And to be fair, this has gotten many fans excited.

Fans split over NASCAR’s rock and roll gamble

This unexpected racing/rock crossover was one that fans found quite difficult to ignore. One stunned reaction read, “W I T A F? I never thought I would see this in my lifetime. ”

Another was less impressed, writing, “It annoys me when NASCAR uses their “classic” identity & branding to sell products, when the sport that exists currently has rejected that whole aesthetic & recognized culture.”

Many others chose to focus on how the car would be designed, adding, “the art direction question here is interesting — do you let the Stones tongue logo dominate, or does the speed/racing visual language take over? most brand collabs fail because neither side gives anything up. curious to see if the actual album cover reflects the collab or just gets a sticker slapped on it.”

One fan kept it simple, showing his dedication towards the apparel: “diecasts? Shirts? will buy both of those.”

The fans were clearly excited by the launch, and despite the limited criticism, most were looking forward to it.

In fact, this mix of shock, criticism, curiosity and humour was best summed up by the funniest verdict from a fan who wrote: “nascar releasing a record album before gta 6.”

Read more at the RFK Racing Digest!

Written by

Uday Jakhar

Edited by

Suyashdeep Sason