Connor Zilisch Set for Second NASCAR Cup Series Start at Coca-Cola 600
Emerging stock car talent Connor Zilisch is set to make his second career NASCAR Cup Series start at this weekend’s Coca-Cola 600, driving the No. 16 Chevrolet Camaro ZL1 for Kaulig Racing. The 17-year-old phenom continues to draw attention not only for his rapid ascent through the motorsport ranks but also for his marketability, presenting valuable opportunities in sports marketing and FMCG brand partnerships.
Zilisch made his Cup Series debut earlier this year at Circuit of the Americas (COTA), impressing with his composure and adaptability. His entry into the highly competitive NASCAR scene is part of a broader talent-pipeline strategy from Trackhouse Racing, which signed him to a multi-year development deal in 2023 as part of its Project91 initiative — aimed at cultivating domestic and international talent for NASCAR’s global ecosystem.
Backed by Chevrolet and serving as a development driver for General Motors, Zilisch is also competing full-time in the Trans Am TA2 Series while dabbling in ARCA and IMSA competition. His diverse racing portfolio enhances his appeal to brands seeking authentic connections with emerging Gen Z consumers across a variety of motorsport formats. For FMCG marketers exploring experiential sponsorships and next-gen athlete endorsements, Zilisch represents a compelling proposition.
The Coca-Cola 600, held at Charlotte Motor Speedway, is one of NASCAR’s crown jewel events and offers significant exposure potential for participating sponsors. Kaulig Racing’s collaboration with Trackhouse for this race underscores a growing trend of strategic team alliances built around shared development and marketing objectives. This synergy creates new activation channels for consumer-facing brands looking to increase visibility through storytelling and high-impact media coverage associated with future stars.
As brands increasingly prioritize digital-native athletes for long-term ambassador roles, Zilisch’s trajectory presents a timely opportunity. His youthful appeal, combined with the professional infrastructure around him, positions him as one to watch—not just on the track, but in commercial strategy rooms across the FMCG landscape.