NASCAR 2025 is shaping up to be a big season for sponsors and fans alike. Adam Stern of Sports Business Journal reports that NASCAR has landed major new partners before the season finale. Krispy Kreme and Procter and Gamble’s Tide are stepping in as headline sponsors. Tide’s deal will center on the Phoenix championship weekend with pit road branding, a bold paint scheme, and fresh digital content.
Tide’s bright orange will show up on Spire Motorsports’ No. 71 car, driven by Michael McDowell. Fans will also see Tide on NBC Sports and across NASCAR’s digital and social platforms.
4x cleaner and 2x faster. Perfect for a racecar.
Tide returns to NASCAR aboard @Mc_Driver‘s No. 71 Chevrolet ZL1 for the season finale. pic.twitter.com/k9p7sUReNj
— Spire Motorsports (@SpireMotorsport) October 20, 2025
Some fans are already reacting to the big news. John, a long-time fan, said, “Wow, it’s almost as if having a championship race helps the sport more than potentially crowning all your champs weeks before the end of the season. Shocking!”
Tide NASCAR 2025: Bright Colors and Big Plans
According to Adam Stern of Sports Business Journal, Tide will set up an on-track show car and an activation zone. There could be product sampling and fun displays for fans to enjoy. Stern says the brand will also post social media content showing Michael McDowell’s family life. It’s all part of a bigger push to connect fans, sponsors, and the sport.
The TIDE car is BACK in NASCAR! Michael McDowell will be running this paint scheme at Phoenix—bringing bold branding up and down pit road like never before. It’s a full-force primary scheme in partnership with Spire Motorsports and an ad buy with NBC 🔥 pic.twitter.com/Kw4bAn9ggX
— Sportskeeda NASCAR (@NASCARatSK) October 20, 2025
JD Pierce, another fan, shared his excitement online, “Love to see a legendary sponsor like @tide taking a big step back into the sport! And that McDowell scheme is CLEAN!”
This new sponsorship feels like a throwback, too. Tide has a long history in NASCAR, dating back to the 1980s with the famous orange-and-yellow “Tide Ride.” Seeing it return brings a wave of nostalgia to long-time fans while introducing it to younger ones.
Here we go everyone😁
“The old days are back” ❤️🏁 https://t.co/RZSiUNcwQd— Kenny Wallace (@Kenny_Wallace) October 20, 2025
NASCAR’s Fresh Push for Sponsors
Adam Stern of Sports Business Journal adds that NASCAR CCO Craig Stimmel and his team made the Tide deal happen after Krispy Kreme joined the sport. Stern explains that these short-term deals show NASCAR’s effort to pull in both new and returning brands. More consumer sponsors are expected before 2026.
Fans are also having some fun with it. Nicholas Blakeslee joked, “Here’s a look at our Clean Move of the Race, brought to you by Tide.” It’s that kind of buzz that shows how engaged NASCAR’s community gets when classic brands return.
These deals show that NASCAR isn’t slowing down. It’s mixing old-school icons like Tide with fresh faces like Krispy Kreme to keep things exciting for fans and sponsors. The 2025 finale in Phoenix is shaping up to be more than a race; it’s a major marketing moment.
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