Kendall Jenner Powers Toni Breidinger’s NASCAR Rise With New Sponsorship Move

Toni Breidinger has found a new supporter as she navigates her rookie season in the NASCAR Truck Series. Breidenger, who has taken the wheel of the No. 5 TRICON Garage Toyota, will be partnering with 818 Tequila, a brand founded by Kendall Jenner. It’s the brand’s inaugural venture into national-level sports partnerships.

Kendall Jenner and 818 Tequila Back Toni Breidinger’s NASCAR Rise

818 Tequila will headline Breidinger’s truck at the May 30th race in Nashville. The brand plans to host a VIP experience and after-party at the event and will stay on as an associate sponsor through the rest of the 2025 season.

In an interview with PEOPLE Magazine, Breidinger shared her thoughts on the partnership.

“It’s very important to work with brands that feel authentic to me and have the same morals. I feel like 818 aligns with me perfectly because they’re all about community, they’re female-founded and led.

“I know historically the tequila space has been very male-dominated and so is the motorsport space, a very male-dominated industry,” she added. “So I love to see what Kendall’s doing as a female entrepreneur… both of our worlds kind of aligned.”

The San Francisco-native also took to social media to announce the partnership.

Now ranked 23rd in the standings, Breidinger posted her strongest performance of the season with a P18 finish at Rockingham. Her top career result in the Truck Series remains a P15 run at Kansas in her 2023 debut.

Though she brings strong commercial appeal, Breidinger’s rookie season in the NASCAR Truck Series has been a tough one. She currently sits near the bottom in Rookie of the Year rankings and is third-to-last among full-time competitors after seven races.

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Before joining the Truck Series, she competed in the ARCA Menards Series, where she placed as high as fourth in the final championship standings. Over 65 starts, she secured four top-five finishes, 27 top tens, and a personal best result of third — also at Kansas.

She owns the record for the most top-10 finishes by a woman in ARCA Menards history and boasts over 5 million online followers — the most of any driver in the sport.

From ARCA to the Truck Series, Breidinger has caught the eye of many major brands. She has attracted a range of high-profile partners, including Victoria’s Secret, Raising Cane’s, CELSIUS, Sunoco, Gatorade, and more.

Adding to her growing presence beyond the track, Breidinger was featured this week in the newest campaign by luxury brand Coach.

“Toni is a force both on the track and on social media,” Jenner said about the collaboration. “We are so excited to partner with her for our first national sports partnership.”

Jenner, a prominent model and member of the Kardashian-Jenner family, isn’t the first in the family to dabble in NASCAR. Her half-sister, Kim Kardashian, once sponsored a NASCAR Cup Series entry in 2010, with her perfume brand appearing on Mike Bliss’ No. 36 car at Las Vegas Motor Speedway.