Story perspectives

Tecovas Debuts Super Bowl Ad, Joins NASCAR as Sponsor

1/28/2026

Summary

Story summary

Tecovas, the Austin-based Western brand, will air its first national Super Bowl commercial on February 8, part of the True West series, directed by Scott Ballew and narrated by Terry Allen.
Tecovas becomes an associate NASCAR sponsor starting with the Daytona 500 on February 15, with Samantha Fodrowski, Tecovas vice president, expressing excitement, and Bill Anthony, Spire Motorsports president, citing shared values.
Tecovas plans trackside activations throughout the NASCAR season.

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Story summary

Tecovas, the Austin-based Western brand, will air its first national Super Bowl commercial on February 8, part of the True West series, directed by Scott Ballew and narrated by Terry Allen.
Tecovas becomes an associate NASCAR sponsor starting with the Daytona 500 on February 15, with Samantha Fodrowski, Tecovas vice president, expressing excitement, and Bill Anthony, Spire Motorsports president, citing shared values.
Tecovas plans trackside activations throughout the NASCAR season.