Trackhouse Racing Taps 17-Year-Old Connor Zilisch for Coca-Cola 600 in Strategic Red Bull Partnership
Trackhouse Racing has announced that rising motorsport talent Connor Zilisch will drive the No. 99 Chevrolet in the 2025 Coca-Cola 600, powered by a sponsorship alliance with Red Bull. Zilisch, just 17 years old, is poised to make his NASCAR Cup Series debut at one of the sport’s most iconic and demanding events, signaling a calculated investment in next-generation marketing and sponsorship alignment within the FMCG space.
The partnership positions Red Bull prominently in one of NASCAR’s crown jewel races, enhancing brand exposure among millions of racing fans during Memorial Day weekend. Red Bull branding will feature on Zilisch’s car, firesuit, and helmet during the Coca-Cola 600, underscoring the brand’s ongoing strategy of fusing high-performance motorsports with youth-driven, energy-focused campaigns.
Zilisch, a development driver for Trackhouse in collaboration with Chevrolet and General Motors, has been making waves across multiple racing disciplines and recently competed in the IMSA SportsCar Championship and Trans Am Series. His rapid ascent through the motorsport ranks illustrates Trackhouse’s commitment to building a pipeline of young talent and reflects Red Bull’s continued focus on cultivating early brand loyalty among younger demographics.
This move also underlines NASCAR’s expanding appeal to FMCG brands seeking deeper consumer engagement through lifestyle and experiential marketing. The motorsport environment offers immersive product placement and high-impact television exposure, which remain critical touchpoints for energy drink categories competing for market share in the crowded beverage segment.
Red Bull’s extended presence in auto racing—from sponsoring Formula 1 teams to supporting grassroots drivers like Zilisch—demonstrates a brand strategy centered on adrenaline-fueled experiences and youthful aspiration. The Coca-Cola 600 activation will provide a key opportunity to assess return on investment in U.S.-based stock car racing and its alignment with Red Bull’s global brand image.
For FMCG marketers, this collaboration highlights continued momentum in cross-promotional sports partnerships—particularly in connecting premium brand storytelling with the next generation of motorsport enthusiasts. With Zilisch entering NASCAR’s main stage backed by two powerhouse brands, this initiative could signal a broader trend toward integrating brand development with athlete incubation strategies.