FRE has been rapidly building its motorsports presence. First with NASCAR driver Riley Herbst and ARCA driver Taylor Reimer, and most recently through a landmark partnership with TKO that spans UFC, Zuffa Boxing, and PBR. As part of the TKO partnership, FRE adds another motorsport to its list: Formula DRIFT, putting the brand inside the country’s most competitive and visually dynamic motorsport.
If you’re a drifting fan, you’ll be seeing FRE alongside other Formula DRIFT partners like GT Radial and Rockstar Energy at events throughout the 2026 season.
What Is Formula DRIFT?
Formula DRIFT is the premier professional drifting championship series in North America. Founded in 2003, it took a motorsport that had been thriving in Japan for decades and brought it home to the U.S. The sport has grown into packed stadiums, a dedicated television audience, and a passionate fanbase spanning coast to coast.
The format is unlike anything else in racing. Drivers intentionally break traction and slide their cars sideways through a defined course, maintaining angle, speed, and line the whole way through. Instead of crossing a finish line first, they’re judged on execution. How aggressively they attack the course, how close they get to the clipping points, and how well they hold their angle.
Each driver starts with 100 points, and judges deduct for mistakes. In tandem rounds, two drivers run the course simultaneously — one chasing, one leading — and the proximity game gets intense. Getting a bumper within inches of the lead car at triple-digit speeds is part of the strategy.
Why Formula DRIFT?
Formula DRIFT draws fans who are into cars, driving skill, and spectacle. And it delivers all three at full volume. The atmosphere at a live event is less “quiet grandstand” and more “concert crowd watching someone do something that probably shouldn’t be physically possible.” Tire smoke, horsepower, and 100+ MPH slides a few feet from the barrier. It’s the kind of motorsport that pulls a high-octane crowd.
The energy is high-performance and built around the love of a craft, which is exactly the kind of space FRE belongs in. FRE’s growing presence across motorsports is a consistent bet on the sports and communities where adults who use nicotine products actually show up.
What Does the FRE and Formula DRIFT Partnership Look Like?
As an official Formula DRIFT partner, FRE will have a real presence throughout the season. You’ll see the FRE branding behind the winner’s podium after each round, FRE-presented drone footage during race broadcasts, and FRE activations on-site at Formula DRIFT events. Whether you’re in the stands or watching from home, the brand will be in the mix.
The activations piece is worth paying attention to. Formula DRIFT events are full-day experiences with vendor rows, car showcases, and a crowd that sticks around to immerse themselves in the scene. FRE activations put the brand directly in front of the fans who are most engaged, giving you a chance to actually interact with the product rather than just see a logo on a banner.
Formula DRIFT runs events across the U.S. from spring through fall, with rounds at iconic venues that draw regional and national audiences alike. For FRE, that kind of consistent, season-long visibility with a sport’s most engaged fans is exactly the point.
Taken together, FRE’s 2026 sponsorship lineup covers a lot of ground, from oval tracks and drift courses to UFC fight nights and bull riding arenas. Different sports, different audiences, but a consistent thread: people who are locked in on what they love. Formula DRIFT is the latest chapter in that story, and for fans who’ve followed the series for years, it’s a sign that the sport continues to attract brands that actually fit its culture.
Experience the Thrill of the DRIFT with FRE
Drift season is heating up, and FRE is on the grid. Whether you’re trackside at a Formula DRIFT round, watching the tandem battles from home, or just wrenching in the garage between events, FRE nicotine pouches are made to roll with you. Browse the full lineup of flavors and strengths online, or find FRE at trusted retailers nationwide.
