Talladega Spring Race Dropped By Sponsor But New Brand Swoops In to Replace

The Talladega Superspeedway has long held a strong reputation in the NASCAR Cup Series, known for its role in shaping the playoffs as the season progresses. Historically demanding of drivers’ skills and team strategies, the race at Talladega certainly tests the limits of car, driver, and team.

This year brings a major change in its sponsorship. The often-celebrated Talladega Spring Race will see a change in title sponsorship, as GEICO has decided to let its sponsorship contract expire. In an exciting development, Jack’s Links, the popular American snack company, will take up the mantle starting in 2025.

The news of this sponsorship change, which broke via a post on X by Sports Business Journal’s Adam Stern, has attracted considerable attention.

Jack’s Links, known for its beef jerky and protein snacks, will be stepping in.

What makes Talladega uniquely challenging, and what perhaps makes it a more critical part of the racing calendar, is its nature as a Superspeedway.

According to Kyle Busch, two-time Cup champion, there’s something about this race which dwarfs others in the season.

“I would say the racing at Daytona International Speedway and Talladega Superspeedway is more mentally taxing than physically demanding,” he said. “The mental aspect comes in with riding in line, saving fuel, and paying attention to everything going on around you while you’re trying to make the right moves, while getting yourself in position to strategically get stage points and a great finish on the day.”

For Kyle Busch specifically, the upcoming spring race will be crucial. As he approaches what could be his final opportunity to extend a remarkable 19-year winning streak, the pressure will be sat on his shoulders.

Jesse Love, the driver who won at Talladega earlier this season, commented on his level of confidence coming into this weekend.

“Winning the race earlier this season at Talladega Superspeedway was huge for not only myself, but for our entire No. 2 team and everyone at Whelen. That group had been so close so many times, so I knew winning a race was something I needed to do this year.

“To win so early in the season was a boost for our team, but it also hurt me a bit too. I had all this confidence that I was going to win four more races this season and make a run at the regular season championship. I stopped focusing on the execution and started focusing solely on the results.

“With that came making mistakes and not maximizing our day, which probably played a role in our downward trajectory in the middle portion of the season. About a month ago though, I reset myself and got focused for the Playoffs. I told myself to go run 10th today and take what the car will give you.

“Once I did, we got back on the path, and I feel like we have a shot to make it to Phoenix Raceway.”