NASCAR Driver Kyle Busch’s Sponsorship with Cannabis Company 3CHI Faces Challenges

Kyle Busch, a well-known figure in NASCAR racing, has faced an unusual challenge off the track this season. The driver, sponsored by the cannabis company 3CHI, could not showcase a special car design prominently featuring the brand due to NASCAR’s advertising restrictions. 3CHI, which has been involved with the sport for several years, found its latest promotional vehicle design featuring marijuana-inspired graphics barred by the racing league’s policies.

The proposed design, revealed on social media by 3CHI, featured a white No. 8 Chevrolet Camaro adorned with green cannabis leaves. Despite the restrictions, the design gathered attention and sparked mixed reactions on social platforms, such as X, with the company posting the images and commenting, «In case you missed it, here’s the full design that didn’t make it to the track!»

The refusal to allow the design comes amidst a larger discussion about the role of cannabis-related sponsorships in sports. The 2018 Farm Bill, which legalized hemp-derived cannabinoids, has created a significant market for cannabis products that are legal and non-THC related. Nevertheless, advertising constraints from NASCAR and potential government regulations remain significant obstacles.

Kyle Busch, a two-time Cup Series champion, has struggled this year, not securing a playoff spot for the first time in his NASCAR career and failing to win any races. Some speculate that the inability to use the 3CHI-sponsored car might have impacted his performance this season. Despite this, 3CHI continues to support Busch through a line of products, including edibles and vapes, under the ‘Kyle Kush’ branding.

Looking forward, Busch and his team, Richard Childress Racing, aim to improve their results in future races. The driver also plans to engage in midget car racing events, making his debut at the Chili Bowl, sponsored by the United States Auto Club (USAC) in January. This move indicates Busch’s ongoing commitment to exploring new racing avenues, with hopes to enhance his performance in the coming year.