Kyle Sieg will carry one of the most unusual primary sponsors of the 2026 NASCAR season this weekend, as the No. 28 RSS Racing Chevrolet takes to Iowa Speedway backed by Butt Face, Goliath’s newly launched novelty toy featuring the character Chester Cheeks.
RSS Racing unveiled the eye-catching purple-and-green paint scheme on social media ahead of Saturday’s Hy-Vee Perks 250, writing, “Things are getting cheeky in Iowa. We are excited to welcome Buttface as the primary sponsor for @KyleSieg28 and the #28 team. Fast cars, big personality, and plenty of noise!”
The partnership is part of a larger promotional campaign for Butt Face, a toy line that debuted only weeks ago but has already generated plenty of buzz ahead of the holiday shopping season.
The interactive toy stars Chester Cheeks, a character designed around exaggerated bathroom humor who responds with fart sound effects, songs, and dance moves, making it one of Goliath’s boldest product launches in recent years.
With Iowa Speedway hosting one of NASCAR’s biggest family race weekends, the company sees the event as an ideal opportunity to introduce Chester Cheeks to thousands of fans in attendance and reach television audiences through the NASCAR O’Reilly Auto Parts Series.
Goliath, President of North America and Global Toys, Brian Weiss, embraced the lighthearted nature of the partnership while announcing the sponsorship.
“We knew Butt Face had gas, we just didn’t know it could go 180 miles per hour. This weekend, we’re letting it rip.”
In a press release from the team, Kyle Sieg admitted the car is unlike anything he has driven before, but said he is looking forward to taking the colorful machine onto the track.
“This is definitely one of the most outrageous cars I’ll have the chance to drive. It’s been a real blast working with the Butt Face team, and we’re ready to get out there, kick some butt and compete for a great finish.”
NASCAR has been providing brands with a unique platform to generate attention. Unlike traditional advertising, companies have lately been increasingly using distinctive paint schemes and memorable partnerships to spark conversation both at the racetrack and across social media.
In that regard, Butt Face has already achieved its goal, with Sieg’s No. 28 becoming one of the most talked-about entries before a lap has even been completed.
Whether fans find Chester Cheeks hilarious or simply bizarre, the sponsor is almost impossible to ignore, ensuring Kyle Sieg’s Chevrolet will be among the most recognizable cars on the grid at Iowa Speedway.
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