Tide is returning to NASCAR.
Well, if only for one race.
For next month’s Bojangles’ Southern 500 at Darlington Raceway in the NASCAR Sprint Cup Series, the company will adorn the No. 20 car driven by Matt Kenseth for Joe Gibbs Racing as the latest in a string of announcements concerning throwback paint schemes for the Sept. 4 race.
It’s Tide’s return to the sport after a lengthy absence, though the brand has often been synonymous with the sport, sponsoring cars for Darrell Waltrip, Ricky Rudd, Ricky Craven and many more.
One of the most iconic brand's in history is back. #TideRide pic.twitter.com/eSYVyT8zk0
— Joe Gibbs Racing (@JoeGibbsRacing) August 16, 2016
In fact, Rudd, Craven and Waltrip were on hand during the unveiling of the paint scheme today (Aug. 16) at the NASCAR Hall of Fame in Charlotte, N.C.
“This is a thrill for us,” Joe Gibbs, owner of Joe Gibbs Racing, said in a press statement. “Not only is this a throwback paint scheme that we know the fans will be excited for, but it is with a sponsor that has a tremendous history in our sport. This is our 25th anniversary season at Joe Gibbs Racing and I know it is the 70th anniversary of Tide. They really are a historic brand in our country and their new partnership with Joe Gibbs Racing for Darlington is a real honor.”
Tide will also serve as an associate sponsor for Kenseth’s teammates — Denny Hamlin, Kyle Busch and Carl Edwards — at the race and will serve as an associate sponsor at Chicagoland Speedway and Richmond International Raceway for the organization as well.
Kevin Rutherford is the executive editor of Frontstretch, a position he gained in 2025 after being the managing editor since 2015, and serving on the editing staff since 2013.
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