Cuervo Unveils At-Track Presence, with new Devil’s Turn Viewing Area Presented By Devil’s Reserve™, a Sweet, Tropical, and Spicy Infused Tequila,
Plus Cuervo Tradicional® Bars Celebrating Margarita Season
CHICAGO (June 26, 2025) – Today, the NASCAR Chicago Street Race announced that Cuervo® Tequila – the world’s first and number one tequila brand - is increasing its commitment to NASCAR’s only street race, with an expanded footprint throughout Grant Park during the July 5-6 race weekend. As a cornerstone of their growing partnership, Cuervo will return as the naming rights partner of the Cuervo Fountain Club and serve as the presenting sponsor for the all-new Devil’s Turn viewing area, offering fans a fun and engaging race experience.
“Cuervo has been a part of the NASCAR Chicago Street Race experience since our inaugural race weekend, so we are thrilled to see them double down on NASCAR in Chicago,” said Julie Giese, NASCAR Chicago Street Race President. “The growth of our partnership with Cuervo is indicative of the tremendous momentum behind the upcoming Chicago Street Race as a can’t-miss event for fans and top brands alike.”
While the Devil’s Turn viewing area will offer fans of all ages an elevated race day experience, fans 21+ will be able to enjoy the newest offering from Cuervo, Devil’s Reserve – a sweet, tropical, and spicy infused tequila. The space will showcase bold visual elements and photo opportunities, including devil-inspired signage, a custom Devil’s Reserve bar, and interactive game stations where fans can play Toss Your Halo and Ring the Devil’s Bell for a chance to win exclusive Devil’s Reserve-themed prizes.
Cuervo will also bring the spirit of Margarita Season to life across multiple on-site locations, including branded bars at the Fountain Club and Festival Field. At the Oasis Activation, fans can expect a high-energy experience complete with live DJ sets, branded merch giveaways and vibrant lounge areas. Accented with blue agave plants, the Oasis transports guests to the heart of the agave fields in Tequila, Mexico.
“We’re proud to return for a third year with the NASCAR Chicago Street Race, bringing bold energy and unforgettable moments to fans,” said Lander Otegui, EVP of Marketing and Innovation at Proximo Spirits. “For over 230 years, Cuervo has celebrated spirited occasions, and we’re excited to shift into high gear with NASCAR again this year to deliver the ultimate race day experience. From celebrating Cuervo Margarita Season trackside to introducing fans to Devil’s Reserve at Devil’s Turn, this year’s activations represent the perfect fusion of tradition, passion, and high-octane entertainment.”
The NASCAR Chicago Street Race – which was named “Sports Event of the Year” by Sports Business Journal – previously announced new ticket options, along with reduced prices throughout the footprint, and a shorter overall build schedule. Guests will also enjoy significantly lower price points on Grounds Pass tickets and reserved seating (which now includes a new single-day option as well). Single-day Grounds Pass tickets start at $123.08 including ALL taxes and fees (35% less than last year), and Frontstretch Premier Grandstands Reserved seats are available at nearly a 50% reduction from 2024 prices.
Fans can subscribe to receive exclusive NASCAR Chicago Street Race emails for ticketing alerts. For a complete listing of ticketing options or to purchase tickets, fans can visit NASCARChicago.com or call 888-629-7223. Follow @NASCARChicago on Instagram, X and Facebook and download the NASCAR Tracks App for the latest real-time updates on all aspects of the event.
About NASCAR Chicago Street Race
The NASCAR Chicago Street Race is home to the first-ever NASCAR Cup Series street race in the history of the sport. Located in downtown Chicago, the 2025 NASCAR Cup and NASCAR Xfinity Series races will once again take competitors past and through many of the city’s most renowned downtown landmarks on Michigan Avenue, South Columbus Drive, South DuSable Lake Shore Drive and the start-finish line near Buckingham Fountain. Southern rock superstars Zac Brown Band will headline the one-of-a-kind sports and entertainment experience, which will return to Grant Park July 5-6, 2025. For more information, visit NASCARChicago.com.
About NASCAR
The National Association for Stock Car Auto Racing (NASCAR) is the sanctioning body for the No. 1 form of motorsports in the United States and owner of 14 of the nation’s major motorsports entertainment facilities. NASCAR sanctions races in three national series (NASCAR Cup Series™, NASCAR Xfinity Series™, and NASCAR CRAFTSMAN Truck Series™), four international series (NASCAR Brasil Series, NASCAR Canada Series, NASCAR Euro Series, NASCAR Mexico Series), four regional series (ARCA Menards Series, ARCA Menards Series East & West and the NASCAR Whelen Modified Tour) and a local grassroots series (NASCAR Advance Auto Parts Weekly Series). The International Motor Sports Association™ (IMSA®) governs the IMSA WeatherTech SportsCar Championship™, the premier U.S. sports car series. NASCAR also owns Motor Racing Network, Racing Electronics, and ONE DAYTONA. Based in Daytona Beach, Florida, with offices in five cities across North America, NASCAR sanctions more than 1,200 races annually in 11 countries and more than 30 U.S. states.
For more information visit www.NASCAR.com and www.IMSA.com, and follow NASCAR on Instagram, YouTube, TikTok, X and Facebook.
About Cuervo®
Cuervo is a Mexican family-owned brand since 1795 and the largest producer of tequila throughout Mexico and around the world. Utilizing craftsmanship handed down through 11 generations of the Cuervo family, the Cuervo portfolio includes Cuervo Especial®, the world’s best-selling tequila, Cuervo Tradicional®, the original 100% agave tequila, Reserva de la Familia® by Jose Cuervo®, the world’s first extra añejo tequila brand, Jose Cuervo Golden Margarita®, Authentic Jose Cuervo Margaritas®, Jose Cuervo Margarita Mix® and now Cuervo Devil’s Reserve™. For more information, visit www.cuervo.com. Trademarks owned by Becle, S.A.B. de C.V. ©2025 Proximo, Cuervo.com. Please drink responsibly.
