EssentiallySports Media Collab with Waltrip Brewing

June 2025 – Bristol, VA – When a NASCAR legend, a top-tier sports media outlet, a thriving beer culture community, and a honky-tonk icon join forces—you get more than just a media partnership. You get a movement built around beer, storytelling, and fan-first experiences.

Michael Waltrip Brewing Co. and EssentiallySports, have formed a multi-platform partnership designed to deliver high-octane content and unforgettable live events to the growing community of race fans and beer lovers across the U.S.

From the Speedway to the Signature Floor

Founded by two-time Daytona 500 champion Michael Waltrip, MWB is a beer brand with deep racing roots and an expanding hospitality presence. With taprooms in Bristol, Charlotte, and Mooresville—and now the Michael Waltrip Brewing Signature Floor at Hank Williams Jr.’s Boogie Bar in Nashville—MWB is creating places where fans don’t just watch the race, they live it.

At Hank Jr.’s Boogie Bar, located on Lower Broadway, fans can experience race day watch parties like nowhere else. The Signature Floor is a unique MWB activation zone with premium seating, branded décor, live music, and a full lineup of MWB beers, including Talladega Light and Bristol Sunshine.

EssentiallySports, a top-10 U.S. digital sports media company, powers the NASCAR vertical Lucky Dog on Track and reaches over 1 million fans through their social and newsletter channels.

Together with MWB’s expanding presence and retail momentum, this partnership creates a high-impact platform that merges digital storytelling with boots-on-the-ground activations.

Launched at Bristol. Built for the Road.

The partnership debuted during the 2025 Food City 500 NASCAR weekend with a fan-packed kickoff event at the Michael Waltrip Taproom. Led by EssentiallySports’ Vishal Kolar, the event featured live interviews with Michael Waltrip and NHRA star Ida Zetterström, exclusive content drops, and watch party moments that brought fans closer to the action.

John Andrews, Chief Marketing Officer at MWB, explained:
“Our fans don’t just want to read about the race—they want to experience it. Whether it’s on the Signature Floor in Nashville, in our taprooms, or through a story on Lucky Dog, we’re bringing the sport and the lifestyle together. This is how we help fans and brands ride shotgun with us.”

From Content to Conversion

The early results are turning heads. Stories like “How a Game of Golf & Love for Wine Sparked Michael Waltrip’s $20.31 Million Brewery Dream” drew over 260,000 views. Meanwhile, in-store beer placements at partners like Twice Daily are being amplified through media content and race personality integrations.

NASCAR driver Spencer Boyd recently joined the MWB team to support new placements and fan content—part of a larger strategy to integrate more racing personalities into the platform. The goal? Drive foot traffic, boost awareness, and help other brands plug directly into an engaged and loyal fanbase.

Next Up: Local Activations, National Impact

With more race day watch parties on the way—including future events at the MWB Signature Floor and upcoming activations across North Carolina and the Southeast—the team is building a flywheel of digital and physical fan touchpoints.

Limited-edition merch drops, localized video series, and co-branded content are all part of the plan. And the door is open for additional brand partners—be it in automotive, beverage, QSR, or lifestyle—to join the ride.

“We’re not just creating content,” said Harit Pathak, Co-founder of EssentiallySports, “we’re creating connection. This partnership with MWB puts the fan in the center—and gives brands a reason to show up authentically in the middle of it.”

Through this partnership, Michael Waltrip Brewing Co. will gain access to the digital distribution capabilities of EssentiallySports, including content amplification across its NASCAR-focused vertical, Lucky Dog on Track, and related newsletter with 200k subscribers and social channel with 800k followers. The collaboration will include original content development featuring Michael Waltrip and other figures from NASCAR and the broader motorsports community.

The partnership was formally introduced during the 2025 Food City 500 NASCAR weekend in Bristol, Tennessee. The launch was marked by a co-hosted fan engagement event at the Michael Waltrip Taproom, spotlighting the organizations’ shared commitment to enhancing motorsports fan experiences.

The event was led by Vishal Kolar, Head of Partnerships at EssentiallySports, and featured exclusive interviews with two-time Daytona 500 champion Michael Waltrip and NHRA driver Ida Zetterström, live screenings, and audience engagement activities designed around NASCAR programming.

Following the successful event, Michael Waltrip sat down with EssentiallySports for an in-depth interview on his journey, covering everything from the highs and lows of his iconic Daytona 500 win to how his $20.31 million brewing venture started with a game of golf and love for wine.

The resulting features included “How a Game of Golf & Love for Wine Sparked Michael Waltrip’s $20.31 Million Brewery Dream” and “The Best…and the Worst: Michael Waltrip Reflects on His Historic Daytona 500 Win,” both of which resonated strongly with the NASCAR audience. Additionally, the content across EssentiallySports’ social media platforms garnered 260k+ views.

Building on this momentum, future activations are already in the pipeline at taproom locations in Charlotte and Mooresville, and the North Carolina region. The partnership will include co-branded race day watch parties, limited edition merchandise drops, and regionally tailored content designed to connect with motorsports audiences.

Harit Pathak, Co-founder of EssentiallySports, also commented on the vision behind this move, saying,
“Our goal has always been to bring motorsports closer to its core fans. What makes the partnership with Michael Waltrip Brewing so special is the shared foundation of passion. Both our journeys began with a deep love for the sport, and this collaboration is a natural extension of that spirit. Further, it will allow us to spotlight the people and culture that make motorsports so unique, delivered in a way that’s engaging and truly fan-first.”

EssentiallySports, a top 10 US sports media*, operates one of the most active and highly engaged NASCAR digital communities through its newsletter, social platforms, and articles. The collaboration with Michael Waltrip Brewing Co. represents a broader strategy to integrate media coverage with in-person engagement, providing additional opportunities for sponsors and fans to interact around NASCAR.