Sonic Drive-In is sponsoring the X Games taking place in Ventura, Calif., at the end of June, the quick-service chain said.
It said it’s the first “presenting partner” in the history of the action sports competition.
The games and associated musical performances will take place June 27-30 at the Ventura County Fairgrounds, including a specially designed Sonic Park, a racecourse that will host five of the competitions.
Additionally, Sonic will operate a family-friendly area called Sonic Club ’95 that will provide first tastes of new menu items. Select X Games stars will also visit the club to sample beverages and “hang out with fans” Sonic said.
It added that it will also sell unique collectibles at the games, without providing further details.
“Having been synonymous with fun for over 70 years, Sonic's partnership with X Games was a no-brainer,” Sonic chief marketing officer Ryan Dickerson said in a press release announcing the sponsorship. “As we continue to challenge our fans to break away from the norm, this collaboration offers us the perfect opportunity to engage with them and showcase the fun we're all about.”
Sonic positions itself as an experiential concept, famous for its trademark parking lot delivery service model as well as its wide variety of drinks. Young people adding pickles to soda is currently trending at the brand, a company representative said.
Recent experience-related promotions by Sonic included musical artist Reba McEntire promoting the chain as a great spot for Valentine’s Day.
Last year the chain tapped performers JP Saxe, Kelsea Ballerini, Lainey Wilson, and Metro Boomin to promote the near infinite customizability of its drinks.
The X Games were established in 1995 and feature a variety of extreme sports competitions including skateboarding, dirt bike, and motorcycle stunts in the summer and skiing, snowboarding, and snowmobile events in the winter.
Sonic operates more than 3,500 restaurants in 47 states and has been a subsidiary of Atlanta-based Inspire Brands since late 2018.
Contact Bret Thorn at [email protected]