Kefir Comes to NASCAR as Lifeway Foods Races into Hometown Weekend with Driver Josh Bilicki at The Loop 110

Rhea-AI Summary

Lifeway Foods (NASDAQ: LWAY), a leading U.S. supplier of kefir and fermented probiotic products, has announced a partnership with NASCAR driver Josh Bilicki for the upcoming NASCAR Xfinity Series race, The Loop 110 in Chicago on July 5, 2025.

The company will serve as the primary sponsor of Bilicki's No. 91 Chevrolet Camaro, fielded by DGM Racing. The race holds special significance as it takes place just 20 miles from Lifeway's headquarters in Morton Grove, Illinois. The event will be broadcast live on The CW Network at 4:30 PM ET.

This partnership follows Lifeway's National Kefir Day celebration on June 18 and represents another milestone in the company's road to 40 years. The Lifeway-branded Chevrolet will feature a design showcasing the company's branding and product line.

MORTON GROVE, Ill., July 1, 2025 /PRNewswire/ -- Lifeway Foods, Inc. (NASDAQ: LWAY)("Lifeway" or "the Company), a leading U.S. supplier of kefir and fermented probiotic products that support the microbiome, is proud to announce its partnership with NASCAR driver Josh Bilicki for this weekend's NASCAR Xfinity Series race, The Loop 110, on the streets of downtown Chicago.

The partnership places Lifeway front and center as the primary sponsor of Bilicki's No. 91 Chevrolet Camaro, fielded by DGM Racing, in one of the most anticipated races of the season. The event takes place on Saturday, July 5 and will be broadcast live nationwide on The CW Network at 4:30 PM ET.

This marks a powerful hometown moment for the brand, headquartered just 20 miles from the race venue in Morton Grove, Illinois. As a longtime advocate for gut health, wellness, and family nutrition, Lifeway is using this high-profile event to bring its message of health and vitality to millions of racing fans, many of whom call the Chicagoland area home.

"We're thrilled to partner with Josh Bilicki for this exciting hometown race," said Julie Smolyansky, CEO of Lifeway Foods. "Coming off our National Kefir Day celebration on June 18, which included a drone show over Lake Michigan to kick off our road to 40 years, this is another proud moment for our Chicago-based brand. Lifeway Kefir is packed with probiotics and high-quality, bioavailable protein that helps fuel strength, speed, and recovery — the same attributes that define great drivers. We're excited to amplify the partnership on social media with drive-to-retail messaging and a behind-the-scenes look at an upcoming meet and greet at our Waukesha, Wisconsin facility. It's an honor to see our mission of health and performance represented on the streets of our hometown during one of the most exciting events of the summer."

Bilicki's Lifeway-branded Chevrolet will feature a bold design that celebrates Lifeway's vibrant flavors and iconic branding. Just as every component of a race car is built for optimal output, Lifeway Kefir is formulated to help bodies perform at their best by supporting digestion, immunity, and sustained energy through every twist and turn.

"This is such a cool opportunity to bring a pioneering partnership to the sport," said Josh Bilicki. "As a Midwest guy, getting to represent a local brand like Lifeway, especially on a global stage in downtown Chicago, makes this weekend even more meaningful. I'm excited to wear the Lifeway fire suit and showcase a brand that's doing great things for health and nutrition."

Fans can catch the No. 91 Lifeway Chevrolet in action when the NASCAR Xfinity Series takes the green flag in The Loop 110 on Saturday, July 5 at 4:30 PM EST. The race will air live on The CW, PRN Radio, and SiriusXM NASCAR Radio (Ch. 90).

Catch all the action behind the scenes and in the fast lane – follow Lifeway Kefir and Josh Bilicki on Instagram for exclusive content leading up to and throughout race weekend.

About Lifeway Foods, Inc.
Lifeway Foods, Inc., which has been recognized as one of Forbes' Best Small Companies, is America's leading supplier of the probiotic, fermented beverage known as kefir. In addition to its line of drinkable kefir, the Company also produces a variety of cheeses and a ProBugs line for kids. Lifeway's tart and tangy fermented dairy products are now sold across the United States, Mexico, Ireland, South Africa, United Arab Emirates and France. Learn how Lifeway is good for more than just you at lifewayfoods.com.

Derek Miller 
Vice President of Communications, Lifeway Foods
Email: derekm@lifeway.net 

Perceptual Advisors
Dan Tarman
Email: dtarman@perceptualadvisors.com

General inquiries:
Lifeway Foods, Inc.
Phone: 847-967-1010
Email: info@lifeway.net

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SOURCE Lifeway Foods, Inc.

FAQ

When is Lifeway Foods (LWAY) NASCAR race partnership taking place?

The NASCAR Xfinity Series race, The Loop 110, featuring Lifeway Foods' partnership with Josh Bilicki will take place on Saturday, July 5, 2025 at 4:30 PM ET in downtown Chicago.

What type of sponsorship does Lifeway Foods have with Josh Bilicki?

Lifeway Foods is the primary sponsor of Josh Bilicki's No. 91 Chevrolet Camaro, which is fielded by DGM Racing.

Where can viewers watch the Lifeway Foods NASCAR race?

The race will be broadcast live on The CW Network, PRN Radio, and SiriusXM NASCAR Radio (Ch. 90).

How far is the NASCAR race from Lifeway Foods headquarters?

The race venue in downtown Chicago is located 20 miles from Lifeway Foods' headquarters in Morton Grove, Illinois.