NASCAR is known for attracting a diverse group of sponsors, from traditional brands to newer, more unconventional ones. The latest to join the ranks is none other than Jake Paul, a social media star turned professional boxer, who is bringing his men’s personal care brand, “W,” into the spotlight at one of NASCAR’s biggest events, the Southern 500 at Darlington Raceway.
Jake Paul’s Rise and the Birth of “W”
Jake Paul first made waves on YouTube, quickly rising to fame with his energetic personality and controversial antics. His success on the platform opened doors to various ventures, including a successful boxing career and now, his latest business endeavor—”W,” a men’s personal care brand.
Since its launch in June, “W” has been turning heads with its affordable, high-quality products that cater specifically to Gen Z. The brand’s mission is clear: offer top-notch personal care products without the high price tag, with all items priced under $10.
“W” has quickly gained traction, raising $14 million in funding, bringing its total valuation to over $150 million. The brand is backed by several high-profile figures, including Celsius CEO John Fieldly, rapper Lil Durk, and athletes like Nick Kyrgios and Naomi Osaka.
By choosing to partner with Walmart right from the start, “W” has bypassed the usual direct-to-consumer route, opting instead to make its products widely accessible through one of the largest retailers in the world.
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The Southern 500: A New Stage for “W”
Jake Paul’s brand is now set to make a splash in the world of NASCAR through a sponsorship deal with MBM Motorsports.
This partnership will see the “W” brand prominently displayed on the No. 66 car, driven by veteran NASCAR driver Timmy Hill, during the upcoming Southern 500 at Darlington Raceway. This race is one of the most prestigious events on the NASCAR calendar, making it the perfect stage for “W” to gain visibility among millions of viewers.
MBM Motorsports, known for running part-time entries in the NASCAR Cup Series, has prepared the No. 66 Ford for its ninth start of the season.
The car will feature a striking American-themed livery, painted in red, white, and blue, with a dash of fluorescent green highlighting the “W” branding. The design includes “Get W at Walmart” prominently displayed above the rear tires, ensuring that fans know exactly where to find Jake Paul’s products.
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Timmy Hill: A Driver with Experience and Versatility
Timmy Hill, the driver behind the wheel of the No. 66 car, is no stranger to NASCAR. With years of experience in the Cup Series, Hill is known for his versatility and ability to get the most out of his equipment. His partnership with MBM Motorsports has been a long-standing one, with Hill often piloting their cars in various events.
The addition of Jake Paul’s “W” brand to the car’s livery adds an exciting new element to this collaboration, bringing together the worlds of motorsports and celebrity entrepreneurship in a unique way.
Hill’s car for the Southern 500 will also feature co-sponsorship from Coble Enterprises, a company that has supported him throughout his career. This combination of sponsors, along with the eye-catching livery, is sure to make the No. 66 car stand out on the track, drawing attention not just from racing fans but from a broader audience curious about Jake Paul’s latest venture.
The Growing Intersection of Celebrity and NASCAR
Jake Paul’s foray into NASCAR sponsorship is part of a larger trend of celebrities from various industries becoming involved in the sport. NASCAR’s broad appeal and massive fanbase offer a unique opportunity for brands to gain visibility and connect with a passionate audience.
For Jake Paul, the Southern 500 represents a chance to showcase his “W” brand to millions of viewers, further establishing himself as a serious entrepreneur in addition to his boxing career.
The Southern 500 at Darlington Raceway is a historic event with a rich legacy, making it an ideal platform for introducing “W” to a new audience. As more celebrities and athletes explore partnerships with NASCAR, it’s clear that the sport is becoming an increasingly attractive avenue for brand promotion.
Looking Ahead: What’s Next for Jake Paul and “W”?
As Jake Paul continues to expand his brand, the partnership with MBM Motorsports at the Southern 500 is likely just the beginning. With “W” already making waves in the personal care industry and attracting significant investment, the brand is poised for further growth. Future partnerships and sponsorships could see “W” appear at more NASCAR events and possibly even other sports.
For now, all eyes will be on the No. 66 car at Darlington, as Jake Paul’s brand takes center stage in one of NASCAR’s most iconic races. Whether you’re a fan of Jake Paul, NASCAR, or just curious about what “W” has to offer, the Southern 500 promises to be an exciting event that brings together the worlds of racing and celebrity in a new and intriguing way.