FRE Pouches Teams with Riley Herbst for Las Vegas NASCAR Debut and 16-SKU Retail Rollout
Turning Point Brands’ FRE Nicotine Pouches will brand Riley Herbst’s No. 35 NASCAR Cup Series car and suit at the Las Vegas Motor Speedway race on March 15. The deal launches a Terrible’s retail rollout in Nevada with 16 FRE SKUs via POS displays, mobile app, pump and billboard ads.
1. NASCAR Partnership Details
Turning Point Brands’ FRE Nicotine Pouches has entered a partnership with 23XI Racing driver Riley Herbst and the No. 35 team, placing FRE branding on Herbst’s car and suit starting March 15 at Las Vegas Motor Speedway. The collaboration follows the team’s eight top-10 finishes to open the season.
2. Nevada Retail Rollout
The deal grants FRE preferred partner status across Terrible’s convenience stores in Nevada, featuring 16 SKUs. Activation includes POS displays, Terrible’s mobile app promotions, gas pump ads, digital billboards and in-store screen takeovers to create an integrated motorsports-to-retail consumer loop during the race weekend.
3. Anticipated Impact on TPB
This high-profile sponsorship and expanded retail presence aim to boost brand visibility among adult nicotine users in a key market. The integrated strategy could drive incremental sales for Turning Point Brands by leveraging NASCAR’s audience and Terrible’s market reach in southern Nevada.