Tyler Reddick is extending a partnership with one of the companies that was by his side during back-to-back Nascar Xfinity Series championships.

Pinnacle Financial Partners will be expanding its partnership with the 23XI Racing driver, becoming a primary sponsor for the No. 45 team in two Cup Series races.

The Pinnacle-branded paint scheme will first compete at Nashville Superspeedway in June and will return during the Playoffs for the Cup Series race at Bristol Motor Speedway in September.

“They’ve been part of our team since Tyler joined our team a couple of years ago,” 23XI Racing President Steve Lauletta said. "They’ve had a long relationship with him when he was in Xfinity. When he joined our team, we had dialogue with them and they were an associate partner. We did a couple of events and programs with them.

“We feel like our cultures and company values really match. We’re really happy and excited that we expanded our relationship for this year and beyond.”

During the Busch Clash to kick off the 2025 Nascar Cup Series season, a local Pinnacle associates group sponsored the No. 50 Chevrolet with Team AmeriVet. However, this partnership is with the organization’s headquarters.

“The relationship we’ve built with Tyler was a great entry point, and 23XI is probably the most exciting team in racing right now,” Andy Moats, EVP and director of music, sports and entertainment at Pinnacle Financial Partners, said. "We also feel a lot of synergy with them as an organization. Pinnacle is known for doing things differently in terms of corporate culture and how we do business with clients. We believe 23XI Racing are the same. They’re helping redefine success in Nascar and have built a culture of support and unity among their drivers and teams. It’s a great organization, and we’re honored to be part of it."

For Pinnacle, the step up to sponsor a Cup Series team is a major investment. This is a more significant investment than sponsoring a handful of Xfinity Series races for Reddick as a young gun. He is now considered to be a favorite to win Cup events week-in and week-out.

“We hope this is just the beginning,” Moats said. “As I said, the relationships with Tyler and 23XI are what we care about most, and we have so many possibilities to keep working together. As it makes sense for us to keep sponsoring his car and joining him in the winner’s circle, we’ll keep our foot on the gas.”

The addition of Pinnacle is yet another new primary partner for 23XI Racing. Recently, the organization inked a deal with Robinhood for multiple races in 2025, as well as Logitech for the All-Star Race.

“We have a great list of companies in different industries,” Lauletta said. “Our partnerships help us build the reach and brand of 23XI. They talk to and relate to different parts of our current and potential fan base. At the same time, we hope we deliver value to their business. With Pinnacle, if we didn’t deliver that value, you wouldn’t get an expansion of the relationship.”

Reddick enters this weekend’s Coca-Cola 600 with three top fives and four top 10s, searching for his first win in 2025.