The sponsorship placed ALP Pouch logos prominently on Herbst’s firesuit, crew apparel, and race car, marking the company’s first foray into NASCAR. Lorenzo De Plano, CEO and co-founder of the brand, noted that the intense dedication of the NASCAR fanbase aligns with the company’s strategy to position itself within competitive, active lifestyle environments. Herbst completed all 267 laps of the event, securing an 18th-place finish.

Beyond the track, the weekend activation served as a visibility play for the company, which is co-owned by Turning Point Brands and the Tucker Carlson Network. By integrating into the infield atmosphere, the brand signaled an intent to expand its presence on high-profile stages. The pouches are currently marketed to adult nicotine users across the UK, Ireland, and Europe.