Beer – The Unofficial Fuel Of NASCAR
Since 1959, several petroleum companies have served as the “Official Fuel of NASCAR.”
If there ever were an “Unofficial Fuel” of the sport, it would be beer.
Beer has played an integral part of auto racing since the first competitions at the turn of the 20th century. While there were no beer sponsorships back there, plenty of the product was consumed by the daredevil hell-raising types that populated the sport.
It’s a tradition that still exists today. If you don’t believe it, check out the pit area at any short-track across the country after a race. You’ll see plenty of drivers, crewmembers and fans celebrate the time-honored tradition of popping a cold one as they bench race the evening’s events.
While beer has always been a competitor and fan beverage of choice, the frosty malt, barley and hops liquid didn’t make its way to the corporate side of the sport until the late 1960′s. That’s when the cost of racing started to escalate and having a sponsorship became as much of a priority as was having a helmet.
Racing – especially NASCAR – was a perfect fit for marketing beer. Ironically, it wasn’t the big beer companies like Budweiser and Miller to lead the way, but rather smaller brewers like Falls City and Carling who were among the first to sponsor cars in NASCAR.
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