Imperial Tobacco’s nicotine pouch brand sponsors auto racing

  Tobacco giant ITG is entering NASCAR, partnering with Richard Childress Racing to promote its smoke-free nicotine pouch brand “zone,” which will serve as a primary sponsor for multiple NASCAR-related races in 2024.

According to U.S. media outlet Journalnow, Imperial Tobacco (ITG), a subsidiary of Imperial Brands Plc, is set to make a major splash in top-tier NASCAR racing in the United States.

However, rather than using the well-known Winston brand it acquired in June 2015 for US$7.1 billion for sponsorship, the company is preparing to work with the Richard Childress Racing team to significantly raise national awareness of its newly acquired “zone' smokefree nicotine pouch.”

The “zone” nicotine pouch will debut on February 5 in 12 undisclosed markets and will be available only to consumers aged 21 and older. It will serve as an “anchor partner” alongside two-time NASCAR champion Kyle Busch and Richard Childress Racing’s No. 8 Chevrolet race car.

ITG’s sponsorship campaign will include on-site marketing and promotional activities at certain NASCAR tracks. Notably, the “zone” sponsorship will specifically emphasize the FDA-required warning to adult consumers that “nicotine is an addictive chemical.”