TikTok Sponsors Nascar Driver (and TikTok User) Ryan Vargas

The Johnny Davis Motorsports racer has over 41,000 followers

The No. 6 car will be fully wrapped in TikTok branding for the remainder of the racing season TikTok/Nascar/Johnny Davis Motorsports/Ryan Vargas
Headshot of David Cohen

Nascar driver Ryan Vargas maintains a strong presence on TikTok, with over 41,000 followers, and the up-and-coming racer now counts the video creation platform as his first major sponsor.

Vargas, just 20, got his start in Nascar’s Drive for Diversity program, and he is now part of the team at Johnny Davis Motorsports.

Ryan VargasTikTok/Nascar/Johnny Davis Motorsports/Ryan Vargas

He has shared content on TikTok including footage from race victories and Nascar-related humor.

Nascar shared details on the unique way that the sponsorship came about.

Vargas’ friend, graphic designer Ryan Pistana, created a TikTok-sponsored concept paint scheme for Vargas earlier this summer and posted it across various social platforms, capturing the platform’s attention.

Once TikTok saw how active Vargas was on its platform, it hit the gas on the partnership.

TikTok has been active on the sports front, entering a multiyear strategic partnership with Major League Baseball’s New York Yankees and regional sports network YES Network in August.

Vargas will be wearing a TikTok-branded suit and Dia De Los Muertos helmet, with his No. 6 car fully wrapped in TikTok branding, for the remainder of the racing season:

  • Oct. 3: Talladega Superspeedway
  • Oct. 10: Charlotte Motor Speedway
  • Oct. 17: Kansas Speedway
  • Oct. 24: Texas Motor Speedway
  • Oct. 31: Martinsville Speedway
  • Nov. 7: Phoenix Raceway

TikTok/Nascar/Johnny Davis Motorsports/Ryan Vargas

TikTok head of global marketing Nick Tran said in a statement, “Creators of all sizes and backgrounds show up to TikTok with their genuine, authentic selves. Partnering with an iconic brand like Nascar to sponsor Ryan Vargas on his racing journey is a way for us to continue to support, celebrate and elevate the diverse creators that make our TikTok community what it is today. Ryan is an incredible athlete, and we’re looking forward to cheering him on alongside the rest of the TikTok community.”

Nascar senior vice president and chief digital officer Tim Clark added, “We’re thrilled to see a platform like TikTok make such a significant investment in our sport, especially with a young rising star like Ryan Vargas. Ryan’s familiarity with the platform makes him a great fit for the brand, and we look forward to continue working with TikTok to showcase the excitement of Nascar racing to a wide and highly engaged audience.”

And Vargas said, “TikTok has provided me with an incredible outlet to reach new fans and demographics through fun and creative content, and I’ve seen the highest growth in followers on TikTok over my other social channels. The opportunity to run the No. 6 TikTok Chevrolet Camaro in the Nascar Xfinity Series for the rest of the season is an absolute dream come true. The Johnny Davis Motorsports team took a chance on me last year, and I’m excited to bring this amazing TikTok partnership their way. I wouldn’t want to make this partnership a reality anywhere else.”


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
{"taxonomy":"default","sortby":"default","label":"","shouldShow":"on"}