Key Takeaways:
- Phorm Energy is the first product collaboration between Anheuser-Busch, 1st Phorm, and UFC’s Dana White.
- The partnership includes six primary race sponsorships and full-season associate branding across three major NASCAR teams.
- Hendrick’s upcoming 35,000-square-foot performance center will feature Phorm Energy throughout, aligning the brand with elite athlete training.
What happens when a global brewer, a fitness empire, and the UFC boss join forces? A high-octane energy drink backed by NASCAR’s most dominant team.
New energy drink brand Phorm Energy has entered a multi-year partnership with Hendrick Motorsports, the 14-time NASCAR Cup Series champions, to launch a bold marketing push beginning immediately and running through 2027.
The deal includes primary sponsorship of the No. 24 Chevrolet, pit crew branding, and integration into Hendrick’s new athletic center in Concord, North Carolina.
Backed by Anheuser-Busch, 1st Phorm, and UFC President Dana White, Phorm Energy launches with four flavors:
- Screamin' Freedom
- Blue Blitz
- Orange Fury
- Grape Smash
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In a press release, Sal Frisella, CEO of 1st Phorm, sees the partnership as a strategic alignment rooted in shared values of hard work, ambition, and elite performance:
“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.”
The drink will debut through high-impact NASCAR integrations, including two primary race sponsorships in 2026 and four in 2027.
The partnership includes associate sponsorship of the Nos. 5, 24, and 48 cars across three racing seasons, with Phorm Energy logos appearing on pit crew firesuits, helmets, fuel ports, and fueler uniforms.
Performance Fuel Meets Performance Culture
Beyond the racetrack, Phorm Energy will be embedded into Hendrick Motorsports’ new 35,000-square-foot athletic and corporate facility, opening in 2026 as a central hub for athlete recovery and training.
Hendrick’s facility, currently under construction in Concord, will showcase Phorm Energy products and branding throughout.
Meanwhile, the No. 24 team leads the 2025 regular season standings after securing its second straight DAYTONA 500 victory — momentum the brand aims to build on in its national rollout.
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It’s a smart play: Phorm is embedding itself in a performance-first ecosystem.
Tying the brand to a dominant team and a state-of-the-art facility signals a long-term commitment to serious athletes and serious growth.
Our Take: Can a Race Car Launch an Energy Revolution?
Phorm Energy isn’t just entering the market. It’s making a statement.
Backed by NASCAR’s winning team and built by power players, the brand enters with serious momentum.
The gritty aesthetic, athlete integration and bold positioning signal that Phorm is more than a drink. It’s a badge for high performers who thrive on momentum and mindset.
Meanwhile, Phorm Energy was launched last month as a zero-sugar drink built for high performers, wrapped in a bold, grit-fueled campaign.
This is how brands today win attention. Through bold alignments, meaningful storytelling and immersive partnerships that go beyond shelf space.
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