NASCAR has adopted an unusual strategy aimed at bringing motorsports to new audiences without losing the interest of its traditional fans. The organization announced a collaboration with the Rolling Stones to coincide with the release of Foreign Tongues, the legendary British band’s 25th studio album, which is set to be released this Friday.
The initiative stemmed from an approach by representatives of the band, who proposed developing a joint project that would combine music and motorsports in a single promotional campaign.
NASCAR brings together young drivers in a special music video
The music video features Connor Zilisch, Carson Hocevar, and Jesse Love, three of the youngest drivers competing in the series. It also features Garrett Mitchell, known on YouTube as Cleetus McFarland, who drives a tour bus for much of the video.
The footage shows the drivers in various situations away from the track. They play a game of cards, stop at a bar, and share some humorous moments before returning to the track. In one scene, Hocevar uses a marker to draw the number 77 on Zilisch’s face while he sleeps. The video’s closing scenes capture the essence of NASCAR, as the drivers appear in their racing suits while signing autographs and posing with fans.
Music, motorsports, and exclusive merchandise
The collaboration also included a display car converted into a listening room to showcase the new album during events held at Navy Pier and the Plaza of the Americas in Chicago, leading up to the return of racing at Chicagoland Speedway.
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In addition to the music video, the partnership includes a collection of products inspired by the Rolling Stones’ iconic tongue-and-lips logo, as well as two special vinyl editions of Foreign Tongues featuring NASCAR-themed artwork. With this initiative, the category aims to bridge the gap between different generations through a campaign that combines pop culture, music, and motorsports.
