During the week leading to the Cook Out Southern 500 at Darlington Raceway, Hyak Motorsports surprised NASCAR fans by revealing a striking new paint scheme on Ricky Stenhouse Jr.’s No. 47 Chevrolet. The car features a vivid blue and white color scheme decorated with cartoon penguins sourced from the Pudgy Penguins NFT collection, merging digital art culture with stock car racing in a bold new way.
This unique design is not just a visual gimmick; it represents a collaboration between Hyak Motorsports and Pudgy Penguins, a web3 brand that has grown from an NFT collection launched in 2021 into a global cultural movement. The choice to debut this digital-inspired livery at a historic venue like Darlington underscores the significance of the partnership.
Origins and Strategy Behind the Pudgy Penguins NASCAR Collaboration
The partnership between Pudgy Penguins and Hyak Motorsports was introduced quietly through a social media post on the platform X. The team shared a sleek image of the Chevrolet sporting the new livery, accompanied by a playful caption hinting at the “Penguin pit crew” joining the race. The colors were matched to the signature light sky blue and white of Pengu, the cartoon mascot of the NFT brand.
Fans soon saw the official Pudgy Penguins account engaging with enthusiasm, indicating the brand’s excitement about the collaboration. This effort was part of a broader strategic push as explained by Beau, the project’s security director, who outlined a plan to focus on partnerships with major brands such as Lufthansa and NASCAR to drive mainstream adoption and innovation.
Pudgy Penguins markets itself as a web3-born cultural brand emphasizing creativity, freedom, and community, with aspirations beyond NFTs into content and merchandise. Gaining such high-visibility placement on Stenhouse’s vehicle at Darlington represents a key milestone in expanding its reach within popular culture.
Reactions from Fans and the NASCAR Community
The new Pudgy Penguins livery received a wide range of responses following its reveal. Many supporters expressed excitement about the adventurous visual approach. One fan enthusiastically exclaimed, “Freakin awesome… Win it!!!” highlighting the appeal among traditional NASCAR enthusiasts.
The demand for merchandise was immediate, with another fan pleading,
NEED A DIECAST PLEASE PLEASE PLEASE
. From the crypto community, some fans who identify as Pudgy Penguins holders and crypto whales also connected their fandom across both worlds:
as a @pudgypenguins holder and $pengu whale. Also a big fan of NASCAR and Ricky, can I get a piece of sheet metal after the race, please? photo for proof.
—U B, Social Media User
On the other hand, skepticism and criticism were also prevalent. Some fans questioned the decision to incorporate an NFT sponsor into NASCAR, with one commenting bluntly,
An NFT sponsor in the year of our lord 2025 are we fr lmao. Y’all can’t be that down bad for sponsors come on now
. Concerns appeared on Reddit as well, where users denounced crypto as a
“scam that is a drain on energy resources and only serves the rich”
and expressed confusion over the team’s sponsorship, stating,
This team has some of the most random sponsors. Half of the companies I don’t think are real
.
Implications for NASCAR Sponsorship and Future Trends
Despite the polarized feedback, this collaboration between Ricky Stenhouse Jr., Hyak Motorsports, and Pudgy Penguins illustrates NASCAR’s broader willingness to explore unconventional sponsorship avenues. As traditional marketers compete in crowded fields, teams are looking towards emerging sectors like blockchain and digital art to secure funding and visibility.
The Pudgy Penguins-themed car arriving at Darlington is a clear sign of NASCAR’s evolving relationship with contemporary culture and emerging technologies. Whether embraced or criticized, the car’s striking appearance has already succeeded in generating buzz and conversation across the fanbase, media, and crypto communities alike.
