Rolling Stones team with NASCAR on merch, vinyl and Chicago event

NASCAR and The Rolling Stones have launched a first-of-its-kind cross-promotional partnership aimed at reaching each other’s fan bases, tying the collaboration to the band’s upcoming album, “Foreign Tongues,” set for release on July 10. The companies did not disclose financial terms. The campaign is built around co-branded merchandise, special-edition collector vinyl, original and digital content, and a Chicago fan experience designed to link life on tour with life on the road in NASCAR.

The launch includes a hero film featuring NASCAR drivers Jesse Love, Connor Zilisch and Carson Hocevar, along with creator-driver Cleetus McFarland. The rollout also includes two limited-edition NASCAR-themed vinyl versions of the album. Merchandise released Wednesday includes T-shirts, a sweatshirt and a jacket, and the products are being sold online and trackside.

A custom NASCAR listening lounge show car will appear around Chicago ahead of the Chicagoland race weekend in early July, with stops planned at Navy Pier, Plaza de las Americas and the Chicagoland Speedway Fan Zone. NASCAR is returning to Chicagoland for the first time since 2019, and the activation is part of the sport’s lead-in to the weekend.