• by Fern Siegel , February 11, 2025

Sexual wellness brand Womanizer is driving its own message at NASCAR.

Denied the chance to sponsor a driver in 2025 — though NASCAR has accepted men's sexual wellness brands Viagra and ExtenZE — Womanizer struck back.

During a video call in July 2024, a member of the NASCAR sponsorships team cited the “family-friendly” nature of NASCAR as a potential barrier of entry, but no decision was rendered at the time. In August 2024, Womanizer received a brief email: “Our organization would pass on the opportunity at this time.”

Is there a double standard in sports marketing? Is female pleasure not as important as the male's?

Womanizer has answered both questions in a new in-house creative campaign, posting billboards directly across from Daytona International Speedway during the week of the Daytona 500. It's the biggest race of the year, attracting millions of viewers.

The billboard will be up through March 3.

In addition, a mobile billboard will travel around Daytona International Speedway on Feb. 12 for Daytona 500 Media Day to catch journalists’ attention and highlight perceived bias.

“This isn’t just about one sponsorship rejection. This is about addressing a larger cultural bias,” said Verena Singmann, PR head for Womanizer. “Sexual wellness and pleasure are not things we need to shy away from — it is a part of everyday life. Just like the other industries NASCAR has chosen to embrace. We hope this campaign will encourage NASCAR to rethink its approach and recognize the importance of varied sponsors.” 

Viagra was a major NASCAR sponsor in the early 2000s. As recently as 2022, GAINSWave, an erectile dysfunction treatment, appeared as a co-sponsor.

NASCAR has also partnered with alcohol, nicotine, gambling and firearm brands.