Riley Herbst is a professional NASCAR driver from Las Vegas, Nevada, and one of the sport’s more compelling stories of the last several years. He came up through off-road racing and karting as a kid, worked his way through NASCAR’s developmental series, and today he’s competing at the Cup Series level with a sponsor roster that reflects just how far he’s come.
One of those sponsors is FRE Pouch, the tobacco-leaf-free nicotine pouch brand that joined Herbst’s program in 2026. For NASCAR fans who follow Riley and for adults who use nicotine pouches, the partnership makes a lot of sense.
Here’s a closer look at Riley Herbst’s NASCAR career, his current ride, and what the FRE sponsorship means for both sides.
Looking Back at Riley Herbst’s NASCAR Career
Herbst’s path from Las Vegas kid to stock car professional is a straightforward one in the best sense: he put in the time, series by series, and earned his spot.
Early Racing Career
Herbst grew up in Las Vegas racing off-road and in karting before moving into stock cars as a teenager. He competed in the ARCA Menards Series starting in 2017, running full-time for Joe Gibbs Racing (JGR) in the No. 18 Toyota, winning at Pocono and earning ARCA Rookie of the Year honors. He had already raced in the NASCAR K&N Pro Series East and West the year prior, so the ARCA campaign built on a foundation of stock-car oval experience.
His early ARCA experience, combined with time in speed trucks and super late models, built the foundation for everything that followed. By the time he transitioned to full-time NASCAR competition, Herbst had already shown the instincts and car control that make a developmental driver worth watching.
NASCAR Xfinity Series
Herbst joined the NASCAR Xfinity Series full-time in 2020, starting with JGR in the No. 18. In 2021, he stayed in the Xfinity Series, but this time racing with Stewart-Haas Racing (SHR) and piloting the No. 98. He spent several seasons there developing his craft, learning tracks, managing longer races, and collecting his first series wins, including his hometown breakthrough at Las Vegas in 2023 and a last-lap pass for the win at Indianapolis in 2024, before closing out the SHR era with a victory at Phoenix in the 2024 season finale.
His Xfinity tenure gave him years of consistent seat time against competitive fields, which is exactly what a young driver needs before stepping up.
NASCAR Camping World Truck Series
Alongside his Xfinity commitments, Herbst has made select starts in the NASCAR Craftsman Truck Series. Truck racing adds a different challenge with a shorter wheelbase, different handling, and more aggression in tight quarters. Herbst has used these appearances to round out his experience on a variety of track types.
That cross-series experience put him in rare company. Herbst is one of just five drivers in NASCAR history to score a top-10 finish in their Cup, Xfinity, and Truck Series debuts.
NASCAR Cup Series
In 2023, Herbst made his move to the NASCAR Cup Series, joining Rick Ware Racing in the No. 15 Ford. He also signed with Rick Ware in 2024.
In 2025, Herbst joined 23XI Racing behind the wheel of the No. 35 Monster Energy Toyota Camry XSE. It’s a significant step up. The Cup Series is the top level of American stock car racing, and 23XI is one of the sport’s fastest-rising organizations. Competing at tracks like Las Vegas Motor Speedway, Phoenix Raceway, and Daytona International Speedway, Herbst is now running the full schedule as a Cup Series driver. That’s where the No. 35 team, and sponsors like FRE, come into the picture.
New in 2026: FRE Pouch Sponsor Riley Herbst
In 2026, FRE Pouch joined Riley Herbst’s sponsors lineup, appearing on the No. 35 and Herbst’s driver suit during select weekends of the Cup Series season. The partnership kicked off at Las Vegas Motor Speedway on March 15, 2026, Herbst’s hometown race, pairing on-track visibility with a full retail activation through Terrible’s. For adults who use nicotine pouches and follow NASCAR, seeing FRE on a Cup car is a natural fit. Herbst is the kind of driver who resonates with the FRE audience: competitive, unpretentious, and performance-focused.
Find FRE Near You, The Riley Herbst Way
The Herbst family has long-standing ties to Terrible’s, the gas station and convenience store chain that operates throughout Nevada, California, Utah, and Arizona. FRE Pouches are available at Terrible’s locations across the four states, so for Riley’s fans in the region, picking up FRE at a Terrible’s is a direct way to connect with the brand he represents on the track.
You can also find FRE pouches at trusted retailers nationwide, or shop the full lineup of flavors and strengths online. Whether you're prepping for a race weekend or just restocking your everyday tin, grabbing FRE is a real way to support the brand fueling Riley's Sundays. Stock up, suit up, and tune in.
