In the garages of NASCAR, the partnership between drivers and sponsors has often defined eras. Richard Petty’s iconic STP blue and red, Jeff Gordon’s rainbow DuPont colors, and Dale Earnhardt’s intimidating black Goodwrench scheme are etched into the sport’s folklore. At present, Kyle Larson is writing his own chapter in this tradition. He has been associated with the viral sports drink brand Prime Hydration since last year. But with the new year up and running, Prime Hydration is going the extra mile in leveraging Larson’s popular appeal within the NASCAR community
This collaboration represents more than just another logo on a driver’s gear—it signals NASCAR’s continued evolution in connecting with younger audiences. Since February 2024, when Prime Hydration first appeared on Larson’s helmet, hours before the Bluegreen Vacations Duel at Daytona International Speedway, the partnership has steadily gained momentum, expanding from a modest helmet placement to a comprehensive endorsement deal that now includes Larson’s own signature product.
Prime Time for Larson – The Expanding Partnership
What began as a partial sponsorship for the 2024 NASCAR Cup Series season has blossomed into something much more significant. The initial deal, which placed Prime Hydration alongside Larson’s existing partnership with HendrickCars.com, has evolved dramatically in just months. Motorsport journalist Adam Stern first broke the news of the initial partnership, sharing images of how the Prime logo had been integrated into Larson’s colorful helmet design, nestled among blue, red, and pink accents.
Now, Prime Hydration is set to release a Kyle Larson edition bottle as part of its growing commitment to the 2021 NASCAR Cup Series champion. Larson himself announced the product on Instagram, encouraging fans to “get yours now” in a promotional video showcasing his special edition bottle along with his way with the wheels. This development elevates Larson into the same endorsement territory as Prime’s other high-profile athletes, including Patrick Mahomes and WWE’s Cody Rhodes. All of whom have helped transform the brand from a YouTuber side project into a legitimate sports nutrition powerhouse.
“As Kyle Larson became the ambassador of Logan Paul’s brand, he joined the likes of NFL star Patrick Mahomes and soccer legend Erling Haaland,” reported industry observers when the partnership was first announced. With this expanded deal and signature product, Larson is no longer just affiliated with Prime—he’s become a central figure in their marketing strategy, bringing NASCAR along for the ride.
This expanded partnership offers more than just financial benefits for Larson; it positions him and NASCAR at the intersection of traditional sports and digital culture. Prime Hydration, co-founded by social media titans Logan Paul and KSI, dominates the conversation among younger audiences. And Larson, being the superstar driver of this generation allows the brand to capture NASCAR’s younger audience group.
The significance of this partnership extends well beyond a driver securing another sponsor. For NASCAR, this represents continued progress in reaching demographics that have traditionally been challenging for motorsports to engage. Prime Hydration’s massive social media presence—fueled by its founders’ combined hundreds of millions of followers—provides NASCAR with unprecedented exposure to Gen Z and younger Millennial audiences.
Similar crossovers have proven successful in other sports, with Formula 1 experiencing a surge in American interest following Netflix’s “Drive to Survive” series. For Larson, already nicknamed “Yung Money” for his versatile racing talents across multiple disciplines, the Prime Hydration partnership enhances his appeal beyond core racing fans. The 31-year-old driver’s marketability now extends into cultural spaces usually reserved for mainstream athletes, potentially setting a template for other NASCAR competitors to follow.
Prime Power: Larson Secures Unprecedented Dual Prime Partnership
As Prime Hydration prepares to release his signature edition bottle, Prime Video has announced it will not only sponsor Larson’s ambitious “Hendrick1100” double attempt but also produce a feature-length documentary chronicling his journey. Kyle Larson now finds himself in the unique position of simultaneously representing two distinct “Prime” powerhouses. The dual partnership establishes a unique business scenario by having Larson unite entertainment corporation and consumer products company operations.
The documentary, directed by Emmy and Peabody Award-winning filmmaker Cynthia Hill, began filming in October 2023 and will capture Larson’s preparation and execution of both the 2024 and 2025 double attempts. The project represents a collaborative effort between Hill’s Markay Media, Imagine Documentaries, Hendrick Motorsports, NASCAR Studios, and Penske Entertainment. With Prime Video’s recent entry into NASCAR broadcasting through the Coca-Cola 600, Larson’s documentary offers the streaming platform a compelling narrative that bridges its existing sports content portfolio with its new motorsports investment. This will provide viewers with an intimate look at the physical and mental challenges of completing 1,100 miles of racing in a single day.
“Last year gave us a great foundation, and now we get to build on it,” Larson said regarding his second attempt at the double, which will now feature Prime Video branding alongside his existing Prime Hydration sponsorship. It is fair to say that Larson is winning on and off the racetrack, and this new deal further cements his status as a superstar NASCAR driver.
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