Photo Credit: NASCAR x The Rolling Stones

NASCAR and The Rolling Stones have announced a bespoke collaboration celebrating two cultural institutions built on performance and life on the road.

Today, NASCAR and The Rolling Stones have announced a first-of-its-kind collaboration designed to celebrate two cultural icons built around performance and life on the road. Launching ahead of the July 10 release of Foreign Tongues, The Rolling Stones’ highly anticipated new studio album, the collaboration brings together the worlds of racing and rock & roll through officially licensed merch, special-edition collector vinyl, original content, and even a fan experience in Chicago.

At the center of the campaign is an immersive NASCAR show car transformed into a Rolling Stones listening lounge, giving fans an opportunity to experience music from the new album inside a custom-designed vehicle that blends racing culture with the band’s aesthetic. The activation will travel to key Chicago locations leading into NASCAR’s Chicagoland race weekend.

“For generations, NASCAR and The Rolling Stones have captivated fans through unforgettable live experiences and a shared spirit of performance,” said Morgan Malayter, NASCAR Vice President of Licensing and Consumer Products. “While one takes place on the racetrack and the other on the stage, both are fueled by passion, energy, and life on the road. This collaboration brings those worlds together in a unique way, giving fans exclusive content, limited-edition collectible vinyl, and immersive experiences that celebrate the connection between racing and rock & roll.”

The collaboration includes a NASCAR x The Rolling Stones merchandise collection featuring co-branded apparel headlines by a signature NASCAR racing jacket; two limited-edition NASCAR-themed collector vinyl editions of Foreign Tongues; a custom NASCAR listening lounge show car appearing throughout Chicago, leading into NASCAR Chicagoland race weekend, July 4-5; and original content highlighting the parallels between professional drivers and touring musicians.

The campaign launches with a hero film featuring NASCAR drivers Jesse Love, Connor Zilisch, and Carson Hocevar, alongside creator and driver Cleetus McFarland. Set to music from Foreign Tongues, the film reimagines the drivers as a touring rock band, drawing connections between life on tour and life on the NASCAR schedule. Blending racing imagery with rock and roll storytelling, the film serves as the creative centerpiece of a campaign designed to bring fans inside the worlds of both NASCAR and The Rolling Stones.

Fans in Chicago will have the opportunity to experience the NASCAR x The Rolling Stones Racing Record Player listening experience at select locations ahead of race weekend, including Navy Pier, Plaza of the Americas, and the Chicagoland Speedway Fan Zone.

Foreign Tongues arrives Friday, July 10 via Capitol Records, and follows the band’s Grammy-winning Hackney Diamonds, a release that also featured bespoke promotional campaigns.