It’s a crossover nobody expected. Kendall Jenner sponsoring a NASCAR driver? Now that’s a collaboration that will get people talking. As it turns out, Jenner’s brand, 818 Tequila, has partnered with Toni Breidinger, who is currently in her rookie Truck Series campaign. While results on track have left much to be desired, the California native is having no problems whatsoever picking up some major sponsors, including the likes of Victoria’s Secret, Raising Cane’s, CELSIUS, and others.
However, some fans aren’t having any of it. Kendall Jenner’s praise for Breidinger after the partnership was announced has sparked some pretty strong reactions on social media, with many urging her to focus on improving results instead.
Toni Breidinger is living her dream
Expectations were high from Toni Breidinger. After all, the 25-year-old came to the Truck Series as a record-holder for the most top-10 finishes by a woman in the ARCA Menards Series with 27. She also has more than five million followers on social media (across platforms), the most in NASCAR. Taking these factors into account, it wasn’t surprising to see her secure a full-time seat with Tricon Garage after making four appearances with the No. 1 Toyota in 2023 and 2024.
Being sponsored by the award-winning brand, 818 Tequila, is the start of a new chapter for Toni Breidinger. After announcing the collaboration, Kendall Jenner said, “Toni [Breidinger] is a force both on the track and on social media. We are so excited to partner with her for our first national sports partnership.” Meanwhile, the California native also went on to say, “As a tequila lover, 818 Tequila has always been my favorite, so partnering with them for the 2025 season is a dream come true.”
The partnership between 818 Tequila and Toni Breidinger will continue for the entire 2025 season. Kendall Jenner’s brand will serve as the primary sponsor for the driver’s Nashville Superspeedway race on May 30th, with the 818 branding featuring on her firesuit and helmet. They will also be hosting an exclusive VIP experience and an after-party, which will feature an appearance by Breidinger.
After the Nashville race, the company will remain an associate sponsor for the rest of the 2025 campaign. It’s a collaboration the California native is excited about, as she went on to say, “I am proud to team up with a brand that is unapologetically itself and continues to uplift women.” Founded in 2021 by Kendall Jenner, 818 Tequila ran into a bit of controversy because of its marketing strategy. However, the company has bounced back since then, earning over $100 million in sales from across the globe.
The collaboration with 818 Tequila is a step in the right direction for Breidinger, who is looking to make a name for herself in the NASCAR Truck Series. However, many fans couldn’t help but make snide remarks towards the 25-year-old based on Kendall Jenner’s comments, highlighting that the racer still has work to do to prove her critics wrong by securing some results on the track.
Fans are unimpressed by Breidinger’s performances so far
As expected, it didn’t take long for the keyboard warriors to share their thoughts on social media after Toni Breidinger’s collaboration with 818 Tequila was announced. Quoting Kendall Jenner’s words, a motorsports enthusiast raised a question on X, writing, “A force on the track?” The fan may have a point, considering that she has finished outside the top-20 in the opening six races, and 18th at the recent fixture at Rockingham Speedway. Echoing that sentiment, another X user wrote, “Whether she’s a force on the track remains to be seen.”
Another fan felt that the collaboration between Kendall Jenner’s brand and Breidinger is a perfect fit, claiming that neither of them deserves to be where they are based on merit. With social media playing a big role in securing sponsorships and Jenner being a high-profile celebrity, the fan went on to say, “Good partnership since neither one of them got to where they are with talent.” Another motorsports enthusiast couldn’t help but say, “She’s awful,” on social media, highlighting the No. 5 Toyota Tundra driver’s performances in the opening seven races.
One fan drew parallels with Todd Bodine, who faced several sponsorship issues throughout his career, which limited his racing schedule. In some cases, Bodine was even forced to be dropped from the team because of the lack of financial support. On that note, the fan went on to say, “Sponsors just want the good look. Not based on performance. Nothing against Todd Bodine but he got sponsors he would been a great.”
Could factors apart from racing be the reason for Breidinger’s sponsorship opportunities? Let us know your thoughts in the comments!
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