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Toni Breidinger lands sponsorship deal with Coach for Michigan, Talladega

JHby: Jonathan Howard06/05/25Jondean25
Toni Breidinger NASCAR 818 Tequila
Mandatory Credit: Peter Casey-Imagn Images

Toni Breidinger continues to mix luxury fashion with stock car racing. The NASCAR Truck Series regular has a new deal. Coach, yes THAT Coach, will sponsor Breidinger for Michigan and Talladega.

The sponsorship for the Tricon Garage driver comes off the heels of an advertising campaign for the “SoHo Sneaker.” Breidinger was featured in the campaign and now, Coach is returning the favor in a way.

This is a brand that most would expect to see on an F1 car. Toni Breidinger is bringing luxury fashion and other hot brands, like 818 Tequila by Kendall Jenner, to NASCAR. The driver and model is a regular on pit road and on the red carpet.

With millions of followers on social media, Toni Breidinger is redefining what it means to be a NASCAR driver. She has pushed the boundaries of sponsorship and more in her short time in the sport. A 19-time race winner in USAC competition, Breidinger is a rookie this season in the Truck Series.

Here is what her Coach Toyota Tundra is going to look like. A really clean car, and the helmet design is even better.

While Breidinger is still learning, she continues to make an impact in sponsorship and eyes on the sport. NASCAR struggles with young audiences, and it is drivers like Toni who help bridge that gap.

With two top-20 finishes this season, the Tricon Garage driver has a lot still to learn. However, as long as she can bring in big brands like Coach, 818, Raising Cane’s, and others, she will have a place in the Truck Series. If her performances start to improve in the next year or two, then the sky is the limit on what she will be able to do for the sport.

Toni Breidinger lands another big brand sponsor

The NASCAR Truck Series is not the mess that it was just two years ago. Racing on Friday and Saturday nights has improved greatly since that Phoenix championship race in 2023. Corey Heim is still winning races and is still a championship favorite. But a lot has changed.

Between the 2024 and 2025 seasons, the Truck Series went more than 20 races in a row without an overtime finish. It was a great stat for the series and showed how much these drivers had cleaned up the aggression and, frankly, immature mistakes.

Toni Breidinger has learned that the hard way this season. When she made starts in 2023 at Kansas and Nashville, she raced to P15 and P17 finishes. Breidinger admitted that she is learning a lot each week, and more than she expected to be learning going into the season.

With sponsorship deals like 818 Tequila and Coach, Breidinger is speaking to a different audience. Depending on who you ask, I’ve heard sponsors claim data shows anywhere from 40% to 50% of NASCAR fans are women. Breidinger is bringing sponsors to the track that resonate with women, younger fans, and that could go a long way to helping grow the sport for the future.