Startup CPG Newswire:
Joe Gibbs Racing Announces Partnership with Free Bird Southern Spring Water

PRESS RELEASE — NEWS PROVIDED BY Larissa for Free Bird

HUNTERSVILLE, NC. (JANUARY 2026) – Joe Gibbs Racing announced today a multi-year partnership with Free Bird, the rapidly growing Southern Spring Water brand known for its free-spirited, all-American attitude. Free Bird will serve as the primary partner on Chase Briscoe’s No. 19 Toyota Camry in three NASCAR Cup Series races during the 2026 season: Darlington Raceway on March 22, EchoPark Speedway on July 12, and the Charlotte Motor Speedway ROVAL on October 11.

“We are thrilled to help introduce Free Bird to our NASCAR community,” said Eric Schaffer, Executive Vice President and Chief Commercial Officer for Joe Gibbs Racing. “Free Bird’s Southern Spring Water celebrates America and freedom, making them a great partner for Chase Briscoe and our No. 19 team.”

The partnership builds on Free Bird’s growing presence in NASCAR, following a personal services agreement between the brand and Briscoe signed in October 2025. As part of the collaboration, Free Bird will activate localized fan experiences and retail promotions designed to deepen engagement between race fans, Joe Gibbs Racing, and the Free Bird brand nationwide.

“Partnering with Joe Gibbs Racing is a major milestone for Free Bird,” said Jay Williams, Founder of Free Bird. “As a young brand, aligning with an organization that sets the standard in NASCAR is incredibly meaningful. We’re proud to be part of a team that shows up prepared and performs when it matters most. We’re also grateful to K2 Sports Marketing for their leadership and partnership in bringing this opportunity to life.”

Briscoe is coming off the strongest season of his five-year Cup Series career in 2025, earning three wins, 15 top-five finishes, 19 top-10s, seven pole awards, and leading 884 laps. He advanced to the Championship 4 with a victory at Talladega Superspeedway and finished third in the final standings. Briscoe also won back-to-back Southern 500 races at Darlington in 2024 and 2025 and earned poles at three of the four 2025 crown jewel events.

“The partnership between JGR and Free Bird is an exciting one,” Briscoe said. “Free Bird is an all-American brand that shares many of my values. Having them on the car at Darlington, Atlanta, and Charlotte is a perfect fit, and I think fans are really going to enjoy seeing their bold branding at the track.”

About FREE BIRD

FREE BIRD Southern Spring Water was created to celebrate America and the values that bring us together.
At its core, FREE BIRD is about living freely and staying true to your roots. Whether you’re enjoying a backyard barbecue, heading to a job site, or taking a moment to recharge, FREE BIRD is there to refresh and remind you of the things that matter most.
To learn more about the brand and its mission, visit drinkfreebird.com or follow us on social media @drinkfreebird.
FREE BIRD—Pull up a chair and stay awhile. Cheers, y’all.

If your brand wants to publish a press release on the Startup CPG Newswire,  fill out the form here. 

The news and images contained on this page has been provided by a third party. Startup CPG does not verify, endorse, or vouch for any information or content submitted by third parties, or verify the identity, credentials, or expertise of third parties. We encourage you to consider carefully the source of all information and content provided by third parties on this website.

Join Startup CPG!

Have you joined our *free* Slack community yet? Join the largest CPG community in the world to receive and share on-the-spot advice, industry news and data, and exclusive discounts and opportunities for emerging brands.

If you want to be the first to know about key business updates from the most innovative early CPG brands, sign up for our bi-weekly Newswire roundups here.