The “Tide Ride” will return to the track this year with Tide serving as a primary sponsor of Matt Kenseth in three NASCAR Cup Series races.
Tide Pods will be on the No. 20 for the first Phoenix race (March 19), the Brickyard 400 (July 23) and the Bank of America 500 at Charlotte Motor Speedway (Oct. 7). Tide will serve as an associate sponsor throughout the rest of the season.
After a long absence, Tide returned to the Cup Series with a retro paint scheme on Kenseth’s car at Darlington Raceway last season. Kenseth finished sixth in the Southern 500.
The Procter & Gamble brand has a long history in NASCAR. It sponsored Darrell Waltrip in the 1980s, Ricky Rudd in the 1990s and Ricky Craven and others in the early 2000s.
“I’m glad they expanded their role, I think it’s exciting for NASCAR and fans as well because they were such a common name in the sport for so many years,” Kenseth said in press release. “You always noticed that car on the track. I think getting it back on the track is pretty cool for the sport.”
Kenseth, entering his 18th full-time season in the Cup Series, will also be sponsored by DeWalt.