The News
Free Bird Southern Spring Water will debut as the primary sponsor of Chase Briscoe’s No. 19 Toyota Camry XSE at Darlington Raceway on March 22, 2026, marking its first appearance in the NASCAR Cup Series. The sponsorship includes three races throughout the 2026 season, including events at EchoPark Speedway and Charlotte Motor Speedway. The partnership began as a brand ambassador relationship with Briscoe in 2025 and expanded into a multi-year agreement with Joe Gibbs Racing.
The Takeaway
- Southern Brand Expansion: Free Bird Southern Spring Water, based in Atlanta, is expanding its reach by becoming the official primary sponsor of Chase Briscoe during the 2026 NASCAR Cup Series. This partnership highlights the brand’s growing presence and strategic move into motorsports, a platform that resonates with everyday Americans.
- Multi-Race Sponsorship: The sponsorship includes three key races in 2026, starting at Darlington Raceway on March 22, followed by events at EchoPark Speedway and Charlotte Motor Speedway. This multi-race approach shows Free Bird’s commitment to long-term brand visibility within a major motorsports circuit.
- Sponsorship Evolution: The partnership began as a brand ambassador relationship in 2025 before evolving into a full primary sponsorship with Joe Gibbs Racing. This progression reflects the beverage company's strategic growth and deepening ties with NASCAR, a key platform for reaching a broad audience.
BevWire check (May 2026): Free Bird Southern Spring Water has become the official primary sponsor of Chase Briscoe in the 2026 NASCAR Cup Series. The sponsorship includes three key races in 2026, starting at Darlington Raceway on March 22. This partnership began as a brand ambassador relationship in 2025 before evolving into a full primary sponsorship with Joe Gibbs Racing.— Sarah Chen
Original Press Release
Atlanta, GA – March 2026 – Free Bird Southern Spring Water will make its official NASCAR Cup Series debut as the primary sponsor of Chase Briscoe’s No. 19 Toyota Camry XSE for Joe Gibbs Racing at Darlington Raceway on March 22, marking a major milestone for the fast-rising Southern beverage brand.
The Darlington race marks the first time Free Bird will appear as the primary partner on Briscoe’s car, launching a three-race primary sponsorship schedule during the 2026 NASCAR Cup Series season that also includes the Quaker State 400 at EchoPark Speedway in Georgia on July 12 and the Bank of America 400 at Charlotte Motor Speedway on October 11.
Free Bird first partnered with Briscoe in 2025 as a brand ambassador relationship and expanded the collaboration into a multi-year agreement with Joe Gibbs Racing, announced earlier this year. The partnership brings the Atlanta-based brand into one of the most visible platforms in American motorsports.
“From day one, Free Bird has been about showing up where everyday Americans gather,” said Jay Williams, Founder of Free Bird. “NASCAR is one of the last places where people from every background still come together around something they love. Darlington is an iconic track and we’re proud to see Free Bird on Chase’s No. 19 car for the first time.”
Free Bird, sourced from Georgia’s Blue Ridge Mountains and packaged in recyclable aluminum cans, launched in December 2024 and has rapidly expanded distribution across the Southeast.
Briscoe enters the race with a strong history at Darlington Raceway, having captured back-to-back Cook Out Southern 500 victories at the historic track in 2024 and 2025.
“The partnership between JGR and Free Bird is an exciting one for me,” said Chase Briscoe. “They’re an all-American brand with values that line up perfectly with the NASCAR community, and I’m excited to carry them on the No. 19 car at Darlington and the other races this season.”
Joe Gibbs Racing executives say the brand aligns naturally with the sport’s fan base.
“We are thrilled to help introduce Free Bird to our NASCAR community,” said Eric Schaffer, Executive Vice President and Chief Commercial Officer for Joe Gibbs Racing. “The brand celebrates the same American spirit that defines our sport, making them a natural partner for Chase and our No. 19 team.”
Free Bird will continue supporting Briscoe throughout the NASCAR season through at-track activations and regional marketing initiatives designed to introduce the brand to race fans across the Southeast.
Source: BevNET