If you find yourself this weekend asking if Felix Rosenqvist is an alum of Texas A&M (he’s not), you can thank a unique sponsorship between the racer and university for the upcoming Indianapolis 500.

The driver of the No. 60 SiriusXM Honda signed an agreement on March 28 to adorn the school’s logo on his helmet and driver suit for the entire 16-race IndyCar season. The $60,000 pact states that the branding must be visible from Rosenqvist’s in-car camera that’ll be used on Fox’s IndyCar broadcasts.

It’s the second motorsports sponsorship deal pulled together by R. Ethan Braden, Texas A&M’s vice president and chief marketing officer. Braden said IndyCar and NASCAR saw prime opportunity to connect with a passionate alumni base of over 600,000 Aggies.

“We saw in Felix a top-five IndyCar driver with a terrific following, a terrific reputation,” he said in a video interview. “The placement of our advertisement to create the storytelling on his helmet is novel, because he’s one of the few that have an inboard camera.”

Rosenqvist is starting his second season with Meyer Shank Racing, which is owned by Michael Shank and four-time Indy 500 winner Helio Castroneves. Liberty Media also owns a minority stake.

His car is already an attention-grabber as the livery is adorned by imagery promoting the rock band Creed, which has enjoyed a renaissance of sorts going back to Texas Rangers’ World Series run in 2023. (The multiplatinum record selling group reunited for its “Summer of ‘99” tour last year after splitting up in the early 2000s.)

“[Felix] is a terrific statesman,” Braden said of the Swedish-born driver. “He’s a terrific representative of the sport. He’s invested in veteran and military affairs, and so he’s just a great spokesperson for what we’re about, what we stand for, and why people should care.”

Texas A&M annually boasts of the nation’s largest student bodies with over 79,000 students as of last fall, including 61,000 undergraduates. Yet some officials at the public research university, with its deep military ties, feel the school doesn’t always get the spotlight of SEC peers like Alabama, Florida and in-state rival Texas.

In raising the school’s profile, Braden compared its marketing efforts to the Indy 500 itself. “The first 100 laps of the [Indy] 500 are about getting to the second 100 laps, right?” Braden said. “There’s a lot about grit there. There’s a lot about teamwork. There’s a lot of a culture and collaboration. That’s the story we want to tell.”

The marriage between a university and motorsports is not a new one, as Braden previously put the two together while working at Purdue University in Indiana. NASCAR has marketing deals with several schools, including Alabama. Penn State, Auburn, Maryland and Virginia Tech have also advertised with the stock car racing organization.

Last October, Texas A&M agreed to be the primary sponsor for Stewart-Haas Racing for two NASCAR events at a cost of $160,000. Although Stewart-Haas ceased operations after the 2024 season, the school was pleased enough with the two races that it signed new $275,000 deal with Haas Factory Team, which carried on one of the Stewart-Haas charters.

In motorsports, particularly NASCAR and IndyCar, Braden said that the perception of their audiences being “old, White and Southern” is not the reality he saw when talking with both groups.

Research told Braden that 41% of NASCAR’s fan base is female, and 31% of all NASCAR fans have some connection to the military (veteran, currently enlisted or works adjacent to the military). He also found that “they have an incredible brand affinity that’s as good as any of the sports, frankly, better than any of them, besides maybe the NBA.”

IndyCar doesn’t have the audience that NASCAR has, but Braden said its market is not all that different from the stock car circuit. That said, he wants to see how the Rosenqvist sponsorship—a relatively inexpensive one in his eyes—performs before committing to further marketing through IndyCar.

“It’s a helmet and fire suit sponsorship, an influencer sponsorship at the end of the day,” he said. “I want to see the data. I want to see what we get out of this in terms of our social media following, in terms of earned media exposure, etc.”

In terms of what’s next for Texas A&M’s sponsorships in and out of motorsports, Braden said that its president, four-star retired general Mark Welsh, encourages him to be bold. He also has a certain weekend in mind that will excite the school’s community.

“It’s not lost on me that there’s a very exciting 2026 race in Arlington,” he said of IndyCar’s Grand Prix of that’s scheduled for next March. “The Aggies will show up and show out incredibly well. I do have my eyes on ‘26 in Arlington.”

SAN JOSE, Calif. & INDIANAPOLIS, May 23, 2025–(BUSINESS WIRE)–Lyten, the supermaterial applications company and innovator of 3D Graphene, today announced the launch of Lyten Motorsports, a new venture designed to bring Lyten’s material science innovations to motorsports parts. Lyten Motorsports is launching in partnership with INDYCAR Experience, bringing its 25-year experience as a supplier to motorsports circuits around the world.

Lyten’s 3D Graphene is a foundational, carbon-based material that can be tuned to meet the specific needs of high-performance applications, impacting material properties like strength, weight, conductivity, and permeability. Lyten is already utilizing its 3D Graphene platform to build lithium-sulfur batteries approaching 2X the energy density of lithium-ion while eliminating 85% of the mined minerals, including elimination of nickel, cobalt, and graphite. Lyten is using the strength, weight, and conductivity of its materials to design and build parts that further push the limit of strength to weight ratio in motorsports.

“Material science is creating a future that is lighter, stronger and safer, while reducing our impact on the planet,” said Dan Cook, Lyten Co-Founder and CEO. “Motorsports sit at the apex of materials innovation, where small improvements make the difference in speed and safety. The introduction of carbon fiber revolutionized the sport, and we believe Lyten 3D Graphene can be the next materials revolution in motorsports.”

Lyten will continue to execute materials research and development at its Headquarters in Silicon Valley and has opened a design and manufacturing facility in Indianapolis, Indiana for motorsport parts, co-located with the INDYCAR Experience headquarters. Lyten Motorsports is currently manufacturing 3D printed parts utilizing Lyten’s proprietary filaments and adhesives and quickly expanding into autoclave manufacturing to meet market demands. Lyten will be further enhancing the performance of carbon fiber parts and identifying metal parts that can now be converted into lighter, lower cost composite parts. Lyten Motorsports plans to develop parts for a broad range of US and International racing series.

Story Continues

Lewis Hamilton has faced roaring engines, last-lap duels and championship pressure – but even the seven-time world champion admits nothing prepared him for the nerves of watching his Formula One movie debut alongside his fiercest critics: his fellow drivers.

Ahead of this weekend’s Monaco Grand Prix, the Grimaldi Forum transformed into a private cinema where Hamilton screened the much-anticipated Apple Original film F1, starring Brad Pitt as fictional veteran racer Sonny Hayes.

The 61-year-old Oscar-winner plays a seasoned driver lured back into the sport, with the film directed by “Top Gun: Maverick” director Joseph Kosinski and produced by Hollywood heavyweight Jerry Bruckheimer.

“I was sat in the middle. I was like, ‘Oh God, everyone’s seeing it for the first time.’ I was so nervous,” Hamilton said. “I really care what the drivers think – and I wanted them to think highly of it.”

Hamilton didn’t just consult – he co-produced. And now, the 40-year-old has caught the film bug.

With his production company Dawn Apollo Films featured in the opening credits, Hamilton revealed he’s already penning three new concepts, two of which are animated. “One of them’s already in the scripting phase,” he said. “At the beginning of the movie, my production logo comes up – all planetary – that was my idea. It’s a surreal feeling.”

The F1 film drops globally on June 25 and, according to F1 bosses, it could do for the sport what Netflix’s “Drive to Survive” did – only bigger.

Drivers applaud Hollywood pace

The film’s racing scenes, many shot during actual Grand Prix weekends with full driver cooperation, earned praise from the paddock. British teenager Oliver Bearman was impressed with Pitt’s on-track performance. “He was pushing the car. I know he trained hard, and the guy from his training team said he took real risks. He did his homework.”

Mercedes driver George Russell, who also features briefly in the movie, said the film’s integration of real drivers and team principals added a dose of authenticity – and humor. “As an F1 fan, it’s funny seeing us pop up here and there with Brad Pitt,” Russell said. “I had about a three-second scene, but hey – sometimes that’s enough!”

Piastri powers forward

Off the screen, the F1 title race continues to build drama – and Oscar Piastri is front and center.

Hamilton, who famously launched his career at McLaren, praised the 23-year-old Australian’s hot form. Piastri has won four of the first seven races this season and leads teammate Lando Norris by 13 points going into Monaco.

“He’s doing everything right to win a world title,” Hamilton said. “I have no advice – just keep doing what he’s doing.”

Though Red Bull’s Max Verstappen spoiled Piastri’s bid for a fourth straight win in Imola last week, the young Aussie, who also won in Bahrain, Saudi Arabia, Miami and China, remains grounded. “Imola wasn’t a reality check,” he told reporters. “But a reminder that not everything goes your way.”

With Australian greats Jack Brabham, Mark Webber and Daniel Ricciardo all having conquered Monaco, Piastri is keen to make his mark. “There’s a lot of Aussie history here,” he said. “It’d be nice to add another chapter.”

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Bubba Wallace Strikes Multi-Million Dollar Deal Amid Intense Legal Battle in NASCAR

In a bold move, 23XI Racing recently announced a groundbreaking partnership with Coca-Cola Consolidated, valued at a whopping $306 billion, to sponsor Bubba Wallace amid a fierce legal dispute with NASCAR. The collaboration comes at a crucial time as the team continues to navigate a contentious court battle with the racing giant.

The unexpected announcement was made public on May 22, 2025, through the team’s official social media channels, showcasing Wallace proudly endorsing a Coca-Cola can. This strategic alliance not only signifies a significant financial boost for the team but also serves as a morale-boosting opportunity for Wallace to solidify his position within the racing world.

The legal turmoil between 23XI Racing and NASCAR has been ongoing for the past year, with both parties at odds over a release clause in the new charter agreement. Despite a preliminary injunction granted to the teams in December 2024 allowing them to race without signing the contentious clause, a final verdict on the matter is yet to be reached, adding to the suspense surrounding the situation.

While Wallace faced some challenges at the beginning of the 2025 season, he has shown resilience by securing multiple stage points and maintaining a competitive edge. With four top-ten finishes and two top-five finishes in 12 starts, Wallace currently holds the tenth spot in the Cup Series points table, amassing a total of 310 points. However, the coveted win that would guarantee his spot in the 2025 playoffs still eludes him, keeping fans on the edge of their seats.

Reflecting on the team’s new partnership with Coca-Cola Consolidated, 23XI Racing expressed their enthusiasm, stating, “Big news! We’re proud to welcome @CokeCCBCC to the 23XI Racing family. Whether it’s cooling down after a race or celebrating in Victory Lane, Coke is Bubba’s go-to. Here’s to more iconic moments on and off the track.”

In a candid moment earlier this year, Wallace opened up about the pressure he feels from his teammate, Tyler Reddick, who currently leads him in the Cup Series standings. Despite acknowledging Reddick’s success, Wallace shared his determination to push himself further, emphasizing his commitment to self-improvement and competitiveness in the racing world.

As the legal battle rages on and the competition heats up on the track, Bubba Wallace’s partnership with Coca-Cola Consolidated adds a new layer of intrigue to an already intense racing season, promising fans and enthusiasts alike a thrilling journey ahead in the world of NASCAR.

SPEEDWAY, Ind. (WISH) — Three days out from the 109th running of the Indianapolis 500, and the drivers, teams and fans are all waiting eagerly for what’s expected to be a wild — and as always, historic — race day.

“This is our Super Bowl. It’s everything,” Team Penske’s Scott McLaughlin said. “You always have that sort of giddiness I guess you could say before the race and how it’s going to be, and it never gets old.”

Excitement continues to build as the field of 33 of IndyCar’s fastest drivers prepare for the Greatest Spectacle in Racing, including two-time defending champion Josef Newgarden.

“I’m excited,” Newgarden said Thursday. “I’m excited looking at the weather. Looks like we’re going to have pretty clear skies Friday, Saturday, Sunday which is always good news. Just ready to race.”

Meanwhile, Chip Ganassi Racing star Alex Palou is still looking for his first win, but he comes into the Indy 500 with the most momentum in the series. Palou’s won four of the first five races and says this INdy 500 outranks the rest.

“I used to be a little bit overwhelmed probably at the beginning and maybe not enjoying as much every single day – maybe not so much focus on how lucky I am to be in this position,” Palou said. “Every year I’ve been able to enjoy more so so far this has been the best 500.”

The excitement is being felt all over the paddock as record numbers of fans have flocked to Indy 500 practice and qualifying even before the ever-entertaining Carb Day.

“I feel like there’s just been way more fans out here at the track,” Meyer Shank Racing’s Felix Rosenqvist said. “There’s been way more talk on social media and I think all that stuff kind of raises the excitement for everyone including drivers, teams, fans, engineers. Everyone is just more on edge, just more anticipation.”

It’s the first official grandstand sell-out of the Indianapolis 500 in nine years. That’s just adds to the anticipation for the drivers who know it’s going to be extra special going around this oval in front of over 350,000 fans.

“It’s an amazing indication of where IndyCar is going and what the Indy 500 means to people,” 2016 champion Alexander Rossi said. “We’re finally at that point where we’re matching what we did in 2016 for the 100th running, which is a testament to everyone involved and the leadership and just the appetite that the fans have for this race.”

With the cooler temperatures, new hybrid cars, a rookie on the pole and two Penskes in the back, this year’s race is setting itself up for some chaos. Four-time champ Helio Castroneves agrees.

“I tell you what, I think it will be incredible,” Castroneves said. “Last year, the race was won on Turn 3. This might be on Turn 4. I don’t know. With the way, everything’s happening, this place still surprises a lot of people.”

If the last couple weeks are any kind of preview to the race, fans should buckle in for a wild one come Sunday.

• Nascar “can really move the needle”, says Prime Video’s global head of sports
• Series commissioner Steve Phelps expects Prime audience to be comparable to cable
• Nascar has averaged 2.2m viewers on cable since 2020

Prime Video’s global head of sports Jay Marine has said that Amazon is “excited to reach younger audiences” for Nascar, as the streaming platform prepares for its Cup Series debut this weekend.

Speaking ahead of the Coca-Cola 600 at Charlotte Motor Speedway, which will be the first Cup Series race to air exclusively on a streaming platform, Marine discussed why Amazon had acquired Nascar rights and the benefits the deal would bring to both parties. 

“In terms of ‘why Nascar for Amazon?’, what we really look for are premium, tier-one sports that can really move the needle for Prime, and Nascar fits that,” he said.

“A sport that has a passionate fanbase, a large fanbase, where the sport is must-see for them. That is extremely valuable.

“And, ultimately, what we’re trying to do is make the Prime membership programme more valuable for our Prime members, that’s what we try to do in every decision that we make. So Nascar fits perfectly in that.

“And then we really want to go innovate, we see this as a seven-year-plus partnership, we’ll talk about the renewal later.

“But that’s how we want to invest so that we can innovate for the long term and we’re excited to do that, we’re excited to reach a younger audience who may have cut the cord … which we’ve been able to do with Thursday Night Football as an example.”

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National Football League (NFL) Thursday Night Football games on Prime Video averaged 13.2 million viewers in 2024, compared to 11.86 million the season prior, equating to an increase of 11 per cent year-over-year (YoY).

While Nascar won’t get close to matching those numbers for its debut run on Prime Video, it will be encouraged by Amazon’s relationship with the NFL as more viewers transition from linear to streaming. Prime Video is one of four broadcasters this season as part of a new broadcast package for Nascar, worth a reported US$1.1 billion annually over the next seven years.

Nascar commissioner Steve Phelps believes the upcoming run of Cup Series races on Prime Video will draw comparable viewership to cable.

Nascar has averaged 2.2 million viewers on cable since 2020, so this is the self-imposed benchmark that the series aims to hit over its five-race run on Prime Video.

Nascar is coming off the back of an encouraging run on FS1, Fox’s cable channel, averaging 2.46 million in 2025. This is Nascar’s best audience average on the channel since 2021, so Prime Video will hope to see a knock-on benefit from this positive swell.