NSCS: Michael Waltrip Racing Announces Partnership with Maxwell House

On Texas Motor Speedway on April 10, Michael Waltrip Racing announced a partnership with Maxwell House, naming the iconic coffee maker the primary sponsor for five Sprint Cup Series races this year, as well as the 2016 Daytona 500.

Clint Bowyer will drive the No. 15 Maxwell House Toyota at Watkins Glen International, Pocono Raceway, Martinsville Speedway and Texas Motor Speedway in November.

“I’m looking forward to those races and having Maxwell on board,” Bowyer said. “It is neat. Anytime you can have a sponsor and bring a sponsor back into this sport that has been a part of this sport for many years, a staple name in this sport – to have them back on board, not only on board with NASCAR, but to be on board on the side of my race car is huge for me and our sport. Looking forward to them and so far we’ve had fun working with them.

“Proud of Ty (Norris, WMR executive vice president of business development and general manager) and everybody for working really hard on this and making it a reality for myself and my race team. It’s big anytime you can bring funding to these race cars, it’s a game changer.”

Maxwell House joins 5 Hour Energy as a primary brand on Bowyer’s Toyota, in which he says the two companies can be together on a racecar very easily.

“This very morning was a prime example of how it works in my lifestyle,” he commented. “Our six month old, Cash, was screaming literally about every 45 minutes in the motorhome and I only have 40 feet in that motorhome. You can’t go any farther. The rental car outside is the next closest step to getting sleep. Certainly waking up this morning and brewing a fresh pot of Maxwell House coffee to get the day started is paramount to having a six month old and everyday life. Before I get in that race car, you need to be alert, you need to be focused and energized and certainly you need to be fast, so a 5 hour ENERGY shot is what it is for me.”

Meanwhile, Michael Waltrip will feature the Maxwell House colors at Talladega Superspeedway and in the 2016 Daytona 500.

“The 2016 Daytona 500 will be my 29th one and I think – when you’re old, you like to have things to look forward to and I’m looking forward to 2017 when I get to run my 30th I hope with Maxwell House on the side of my car,” the two-time Daytona 500 winner said. “Obviously, it’s wonderful that we’re introducing a brand, Maxwell House, to you guys and being able to represent such a great company and looking forward to the rest of the season.”

Maxwell House has been a sponsor in NASCAR in the past, featured on some entries from 1989 to 2003.

“Racing fans share a lot of the same qualities as Maxwell House coffee drinkers, including their loyalty to and passion for their favorite brands and sporting events,” Chris McClement, Senior Director, Maxwell House, said. “With its excellent reputation and powerful drivers, Michael Waltrip Racing is the perfect partner to help us rev up our brand and bring coffee that is ‘Good to the Last Drop’ to racing enthusiasts nationwide.”

One of the drivers they sponsored during those years was Michael Waltrip, as they were the co-primary sponsor for his car in 1990.

“This relationship has given me the opportunity to dig back through some really cool old photos of me and the Maxwell House team and what all we accomplished together back then,” he commented. “To fast forward 25 years, it’s crazy that we’re coming back together as a partner and I couldn’t be prouder to put on the Maxwell House uniform and run a couple races for those guys.”