After the departure of M&M’s in 2022, which ended a 15-year partnership with Kyle Busch, the two-time NASCAR Cup Series champion faced a significant shift in his career. The exit of Mars Inc., M&M’s parent company, from NASCAR led to Busch’s transition from Joe Gibbs Racing to Richard Childress Racing (RCR) in 2023. This move was prompted by sponsorship challenges, as Joe Gibbs Racing could not secure a sponsor for Busch’s car, offering him an unsponsored ride, which he declined .
In a notable development, Busch has now partnered with Anheuser-Busch, a $138 billion beverage conglomerate, to become the face of their new energy drink, Phorm Energy. This collaboration signifies a strategic shift for Busch, aligning with a brand that emphasizes natural ingredients and a healthy lifestyle. Phorm Energy, derived from green tea and infused with electrolytes, aims to cater to health-conscious consumers seeking energy and hydration .
This partnership marks Busch’s return to the energy drink market after the closure of his own brand, Rowdy Energy, in early 2024. Unlike his previous venture, Busch’s role with Phorm Energy is as an endorser, allowing him to focus on his racing career while leveraging his personal brand. This collaboration not only provides Busch with a significant sponsorship but also aligns with his personal interests in health and fitness.
Despite a challenging season with RCR, where Busch failed to secure a win and missed the playoffs for the first time in his career, this new endorsement deal with Anheuser-Busch offers a fresh opportunity. It reflects his enduring marketability and adaptability in the evolving NASCAR landscape, positioning him for potential success both on and off the track.
