Teen Racing Star Lacy Kuehl Joins Coca-Cola 600 Pre-Race Lineup
Mooresville-based rising racing talent Lacy Kuehl is set to headline the pre-race activities at one of NASCAR’s premier events, the Coca-Cola 600 at Charlotte Motor Speedway. At just 19, Kuehl has rapidly made a name for herself on the circuit and is becoming a standout figure among Gen Z motorsports fans.
Kuehl will take part in the NASCAR United Service Organizations (USO) 600 Festival, an event celebrating service members and racing culture. Her appearance highlights the increasing synergy between motorsports and consumer engagement—particularly among younger demographics—a trend that offers growing opportunities for FMCG brands seeking authentic audience connections.
As the only female driver in the NASCAR Youth Series representing the U.S. Navy through the NASCAR Salutes platform, Kuehl provides a unique blend of youth influence and patriotic appeal. This brand alignment presents valuable sponsorship potential for FMCG marketers targeting younger, values-driven consumers.
The Coca-Cola 600, held annually on Memorial Day weekend, remains one of the most viewed races on the calendar. Coca-Cola’s long-standing title sponsorship of the event continues to reinforce its deep investment in American motorsports marketing. The brand has successfully leveraged large-scale live events like the Coca-Cola 600 to drive consumer loyalty and elevate visibility during peak promotional periods, such as the summer beverage season.
Kuehl’s emerging presence, coupled with Coca-Cola’s flagship sponsorship, underscores the importance of multi-generational resonance in brand partnerships. Her appeal with Gen Z fans—fueled by social media engagement and growing representation in NASCAR—signals a broader shift in how FMCG brands can access new consumer groups via next-generation influencers in traditional sports.
For brand managers and category leaders, Kuehl’s involvement in events like the Coca-Cola 600 offers a blueprint for activating sponsorships that blend legacy brand equity with youth-driven relevance. As motorsports continues to diversify and modernize, partnerships rooted in shared values and lifestyle alignment will remain critical for long-term consumer resonance.