Hendrick Motorsports has announced a multi-year partnership with Phorm Energy, a newly launched energy drink brand launched by $138 billion powerhouse Anheuser-Busch
Hendrick Motorsports has just announced a multi-year deal with the newly unveiled energy drink brand Phorm Energy, a branch out from the $138 billion giant Anheuser-Busch, with the support of 1st Phorm and UFC President Dana White.
Effective immediately, this partnership will span through the 2027 NASCAR Cup Series season and sees Phorm Energy becoming the principal sponsor for William Byron’s No. 24 Chevrolet for select races. It comes after Hendrick chief Chad Knaus sparked speculation over Chase Elliott’s future with the team after a moment after a recent race.
In a recent development, Anheuser-Busch’s new energy drink also enlisted NASCAR superstar Kyle Busch as a brand endorser, who just listed his $4.5 million house for sale. Alongside the separate agreement with Busch, Phorm Energy will now also be the primary sponsor for the No. 24 Chevy in two competitions in the 2026 season and quadruple that in 2027.
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The energy drink brand will also have full-season associate sponsorship of Kyle Larson, William Byron, and Alex Bowman’s vehicles, numbered 5, 24, and 48 respectively, over the course of the 2025 to 2027 seasons.
“We have built this brand for people that embrace the grit and grind in their everyday lives, and that’s something that Hendrick Motorsports and their drivers inherently know and understand. We know we found the right partner in Hendrick Motorsports, and together we have big plans.”
Phorm Energy, boasting flavors like Screamin’ Freedom, Blue Blitz, Orange Fury, and Grape Smash, is infused with natural caffeine from green tea, electrolytes for hydration, and ingredients to enhance mental focus. Designed without sugar or artificial flavors, Phorm Energy caters to those seeking a nutritious energy surge.
In addition to the drink, the partnership will expand to Hendrick Motorsports’ impressive 35,000-square-foot athletic center and corporate gathering place in Concord, North Carolina. Anticipated to open its doors before the 2026 season kicks off, the site will adorn Phorm Energy products and motifs, becoming a nexus for Hendrick Motorsports athletes and staff, focusing on training, recuperation, and holistic health.
“It’s an amazing opportunity to work with a powerhouse like Anheuser-Busch as they launch Phorm Energy and build something new,” expressed Jeff Gordon, Vice Chairman of Hendrick Motorsports.
“As a brand grounded in shared values of dedication and hard work, we’re proud that the No. 24 team and our incredible athletes get to be part of their community.
“We’re making a major investment in our facilities to support our teammates with the best possible resources, and it’s exciting to have Phorm Energy involved from day one. We look forward to collaborating on a distinctive and authentic program.”
Busch previously launched his own energy drink company, Rowdy Energy, in 2020. previously launched his own energy drink company, Rowdy Energy, in 2020. However, he shut down the business in early 2024 to concentrate on his racing career and family life.
Now, Busch is making a comeback to the energy drink market as a high-profile endorser for Phorm Energy, leveraging his experience and fan base for the brand – and Hendrick has joined him with its own deal.