Oct 1, 2025
We crossed the finish line! π π π
Since 2021 Pen & Mug has been an ongoing creative partner to Nashvilleβs speediest weekend, but this year’s final championship race of the 2025 NTT INDYCAR Series season was one for the record books. The 2025 Borchetta Bourbon Music City Grand Prix drew an impressive 1.14 Million broadcast viewers and was the 2nd highest rated broadcast across all metered broadcast markets in the U.S (trailing only the Indianapolis 500).
This year, our team created a new logo system, new brand guidelines, and both digital and physical materials for months leading up to the race. From wrapped pace cars, billboards, and on-track event signage to digital ads, emails, and fan guides – we had our engines running!
So, on Labor Day weekend, we officially crossed the finish line on this year’s event and our team couldnβt be happier with the way things turned out. We appreciate all partners and people weβve come across through it!
But whatβs a finish line without a little betting?
The past few years, our team has placed a friendly bet on which driver will win the race β and the winner gets one extra day off per month for the rest of the year. It could be anyone’s game, and this year was especially closeβ¦
Thomas and I (Morgan) were head-to-head for several nail-biting laps at the end of the race, our drivers competing for 1st and 2nd place. I am happy to report that youβll be seeing me one day less a month for the rest of the year. (#1, thanks Joseph Newgarden!)
Take a closer look at our case study for the 2025 Borchetta Bourbon Music City Grand Prix and while youβre there, check out our Big Machine 20th Anniversary Concert case study that kicked off the Nashville race weekend on Broadway with a record breaking 146,000+ people!
Written & curated by Morgan Gill