Ricky Stenhouse Jr. has started his 2026 NASCAR campaign by forming a notable new partnership with an acclaimed California wine brand. This alliance, designed to engage race fans through unique experiences, represents a fresh approach to how NASCAR drivers and sponsors connect with audiences beyond the racetrack. The collaboration highlights evolving trends in NASCAR’s commercial strategies by introducing non-automotive brands closely tied to the sport’s loyal fan base.
Connecting Wine Heritage with Competitive Spirit Through Three Finger Jack
The partnership features Three Finger Jack, a distinguished wine label from California’s Lodi region, celebrated for its Cabernet Sauvignon. Named after a notorious Gold Rush-era outlaw, the brand embraces an adventurous and bold image, which its leadership sees reflected in Stenhouse’s racing persona.
“Ricky’s approach to racing, driven by focus, consistency, and commitment, aligns with the passion and authenticity behind our own winemaking,”
the company emphasized.
“We’re honored to be one of his sponsors and look forward to creating memorable moments for fans along the way,”
said Brett Johnson, Marketing Director for Three Finger Jack.
Throughout the 2026 season, Three Finger Jack will maintain a strong presence at various NASCAR venues, promoting fan engagement with a range of initiatives. Among these is a national sweepstakes offering enthusiasts the chance to see Stenhouse compete at Sonoma Raceway during the Toyota Save Mart 350 later this year. Additional regional promotions will provide tickets to other prominent NASCAR events, including the iconic Coca-Cola 600 at Charlotte.
The partnership activation began on March 1, with promotions scheduled through April, and Ricky Stenhouse Jr.’s No. 47 car will carry Three Finger Jack branding at selected races, further integrating the wine label’s bold identity with the energy of NASCAR competition.
Ricky Stenhouse Jr. Remains a Fierce Competitor and NASCAR Veteran
Ricky Stenhouse Jr. is recognized as one of NASCAR’s most dynamic and surprising drivers, often stepping up when given the chance. While he may not be a weekly favorite, his performance on superspeedways tells a compelling story. The Memphis native rose to national prominence after capturing the 2023 Daytona 500, a landmark victory that solidified his place among NASCAR’s elite winners.
His recent near win at the 68th running of the Daytona 500, finishing second, underscores his continued strength in the sport’s most prestigious events. With four career wins on superspeedways—tracks that heavily emphasize drafting—Stenhouse’s capabilities remain a threat on speed-centric circuits.
Looking ahead, the upcoming stop at EchoPark Speedway presents another opportunity. Though Stenhouse has not yet secured a win there, his recent consistent top-10 finishes signal potential for strong results, as the track offers both similarities and distinct challenges compared to Daytona.
Beyond his racing achievements, Stenhouse’s expanding partnerships, such as this new alliance with a wine brand, illustrate how NASCAR drivers broaden their personal brands and bring fresh sponsorship categories into the sport. These collaborations connect fans with diverse industries, enriching the overall race weekend experience and enhancing NASCAR’s commercial landscape.
