TONI BREIDINGER Scores Major 818 Tequila Deal While HAILIE DEEGAN Exits NASCAR

May 1, 2025

by Anuj Shrikanth Iyer // from www.essentiallysports.com

• TONI BREIDINGER just landed a game-changing partnership with 818 Tequila, Kendall Jenner’s brand, proving her marketing muscle extends far beyond the track. With 5 million Instagram followers and deals with Victoria’s Secret and Gatorade, she’s the rare driver who can genuinely bridge NASCAR’s traditional fanbase with new demographics – exactly what sponsors crave in today’s economic climate.
• Meanwhile, HAILIE DEEGAN’s mid-2024 exit from NASCAR serves as a stark reminder of the performance pressure women face. After struggling with AM Racing in Xfinity, she pivoted to Indy NXT rather than fight for another NASCAR opportunity. The contrast is telling: BREIDINGER gets runway because she brings money, while DEEGAN got shown the door despite years of development investment.
• BREIDINGER’s on-track results tell a story of steady improvement – her 18th at Rockingham marked her first top-20 of 2025 after early struggles including a Daytona crash. Toyota admits they signed her as much for influence as driving ability, bypassing their traditional development path. It’s honest, if not exactly inspiring, but at least she’s getting the time to develop that others haven’t.

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