SugarBee® Apples Partners with Tony Stewart Racing and Rico Abreu
SugarBee® is partnering with High Limit Racing, bringing SugarBee® into the sprint car racing world through Tony Stewart Racing and reigning High Limit Racing Champion Rico Abreu. The partnership will make its on-track debut at Phoenix Raceway.
High Limit Racing continues to expand its footprint by aligning with brands that share its focus on energy, innovation, and fan-first experiences. Through this partnership, SugarBee® apples will be integrated into select High Limit Racing events, connecting the brand with one of motorsports’ most engaged and fastest-growing fan bases. SugarBee® had the chance to ride in the pace-setting truck, starting the season off with joy and enthusiasm.
Abreu, known for his competitive edge and connection with fans, serves as a natural ambassador for the SugarBee® brand. His content conveys genuine excitement about each of his partnerships. The collaboration with Tony Stewart Racing further strengthens the partnership, bringing together a legendary team owner, an elite driver, and a premium consumer brand focused on performance and authenticity.
“We’re excited to partner with High Limit Racing, Tony Stewart Racing, and reigning High Limit Champion Rico Abreu to bring SugarBee® apples to a highly engaged consumer audience,” said Kaci Komstadius, SugarBee® Brand Manager. “This high-energy collaboration creates multiple sampling opportunities throughout the race season, allowing fans to experience SugarBee’s signature sweet flavor with notes of honey, caramel, and molasses at events nationwide. By meeting motorsports fans, younger consumers, families, and on-the-go snackers in dynamic, real-world settings, we’re extending SugarBee’s reach beyond the produce aisle and driving trial in meaningful ways.” – Kaci, SugarBee® Brand Manager.
The Phoenix Raceway appearance marks the first of several planned SugarBee® activations this season, with additional events featuring fan engagement, on-site sampling, and integrated brand moments aligned with the High Limit Racing schedule.
