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James Berg Inks Sponsor Deal

17.03.2026

FOR IMMEDIATE RELEASE

Following a successful IndyCar campaign in Season 64, James Berg has officially signed a sponsorship agreement with global soft drink brand 7UP for the upcoming Season 65.

As part of this exciting partnership, the #7 Glacier Motorsport entry will feature a special livery inspired by the legendary 1991 Jordan 191—the car in which Michael Schumacher made his Formula One debut. The design pays tribute to one of motorsport’s most iconic visual identities and will be carried throughout the entire Season 65.

Speaking at the car reveal earlier today, Berg expressed his enthusiasm for the collaboration: “I’m really excited to partner with such a well-known brand that hasn’t been in motorsport for quite some time. It’s a real honour to be the driver who brings them back to racing, and I hope to give 7UP great visibility with some podium finishes to make this partnership truly worthwhile.”

Berg finished last season 6th in the standings with 469 points, including his first IndyCar pole position at Barber Motorsports Park early in the season and 2 podiums at Road America and on home soil on the streets of Markham. Consistency was the name of the game for Berg, who finished outside the top 5 only 3 times and was in the top 10 every time he saw the checkered flag.

A spokesperson for 7UP also shared their excitement about returning to the racing world: “We’re thrilled to partner with James Berg and Glacier Motorsport as we re-enter motorsport in such a dynamic and competitive series. This collaboration reflects 7UP’s fresh, bold identity, and we look forward to energizing fans while supporting James in what promises to be an exciting season.”

The partnership marks a significant moment for both Berg and 7UP, blending heritage-inspired design with modern racing ambition as they head into Season 65 with high expectations in what is going to be a highly competitive field.