Tecovas is making its mark in the sports world with two new initiatives.
First up, the Austin-based Western brand will debut its first-ever national Super Bowl commercial on Peacock streaming for the NFL’s Super Bowl LX on Feb. 8. Directed by Tecovas’ vice president of creative Scott Ballew, the spot centers around the brand’s “True West” series that debuted last spring.
Described as a “cinematic fever dream,” the commercial, which is narrated by the legendary Texas outlaw artist Terry Allen, follows a young boy’s train journey through the untouched West Texas landscape. The company noted that the film “captures the spirit of heritage and evolution” through never-before-seen locations, and stars a cast of real-life cowboys and artists, including Gerry Gessell, Ronnie Davis and Keith Malloy.
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The commercial comes as Tecovas continues to invest in sports television advertising. In 2025, the company featured ads across NFL Streaming and other major sporting moments including MLB Prime Time Games, NBA Playoffs, WWE Raw, PBR World Finals and NASCAR.
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This year will also see Tecovas deepen its ties to NASCAR. Next month, Tecovas make its debut as an associate sponsor aboard 2021 Daytona 500 winner Michael McDowell’s No. 71 Chevrolet ZL1 for the 68th running of the “Great American Race” Feb. 15 at Daytona International Speedway in Florida.
Following the season-opener, Tecovas will continue to be showcased in an associate-sponsor capacity on McDowell’s No. 71 Chevy March 1 at Circuit of the Americas in Austin before shifting to the No. 77 of Carson Hocevar at Charlotte Motor Speedway on Memorial Day weekend.
Tecovas will return to Hocevar’s machine for the NASCAR Cup Series’ inaugural race through the streets of San Diego’s Coronado naval base on June 21. To close out the 2026 season, Tecovas will ramp up its partnership and be featured as McDowell’s primary sponsor when the Cup Series visits the Glendale, Ariz., native’s home track Oct. 18 at Phoenix Raceway.
The move is part of a new deal between Tecovas and Spire Motorsports, which will see the Western brand appear during multiple races across the organization for the upcoming season. Tecovas will also host trackside activations and promotional campaigns throughout the year as part of the deal.
Samantha Fodrowski, vice president of brand marketing at Tecovas, said in a statement that its debut at the Daytona 500 alongside Spire is an “exciting way to introduce Tecovas to a new arena of horsepower and passion.”
Bill Anthony, president of Spire Motorsports, added that there is a “natural connection” between the NASCAR and Tecovas communities.
“Both are rooted in hard work, pride in craftsmanship, and a culture where what you wear and use actually matters,” Anthony said. “NASCAR is a sport built on real stories and real people, and Tecovas understands the best way to build trust is to show up, be present, and deliver something worth talking about. Now the fun part starts, rolling up our sleeves and getting to work together.”