HEATWAVE BRINGING THE HEAT TO SUMMERNATS 38

Summernats 38 is coming in hot, and we’re excited to announce that long-time supporter Heatwave is returning as the official naming rights sponsor of the Drift Precinct for 2026. It’s a match made in a smokey, sideways heaven, Australia’s loudest horsepower party, now fully backed by the boldest eyewear brand on the block.

If you’ve ever wandered into the Drift Precinct during Summernats, you know the vibe. It’s loud. It’s sideways. It’s tire smoke, screeching rubber, and driving talent dialled all the way up. It’s where precision meets chaos, and now, it’s where Heatwave’s unmistakable style meets Summernats street cred.

“Heat Wave is all about bold moves and standing out,” says Matt Rice, Partnerships Director at Media Scrum. “They’ve been a loyal supporter of the event for years, and stepping up again as naming rights sponsor of the Drift Precinct is a perfect alignment of brand and energy.”

With this partnership, Heatwave isn’t just putting their name on a sign, they’re embedding themselves in the culture. The Drift Precinct is a fan favourite, drawing thousands of high-energy punters who live for sideways action. And while drivers are lighting it up on the pad, Heatwave gets centre-stage visibility across signage, live commentary, media coverage, and on-ground activation.

Plus, with over 130,000 spectators rolling through the gates of Summernats last year, the brand is locking in exposure at serious scale. From merch to influencer content to custom giveaways, the possibilities are as big as a V8 burnout.

And let’s be honest, you need sunnies to survive a day at Summernats. Between the glare, the smoke, and the shine off polished chrome, the Heatwave crew are perfectly placed to serve up form and function. Their stylish, hard-edged sunglasses are already a favourite in the scene, and now they’re side-by-side with Australia’s premier car culture festival.

This isn’t just a branding exercise, it’s a full-throttle activation.

Heat Wave will roll into Summernats 38 with an on-site presence that matches their no-BS aesthetic. Expect a high-impact trade stand showcasing their latest frames, limited-edition drops, and hands-on try-before-you-buy action. It’s not some dusty merch table, it’s a full-blown brand experience, built for the kind of punters who live loud and drive louder.

On top of that, Heat Wave’s sponsorship unlocks massive earned media. Every clip of tyre-shredding chaos from the Drift Precinct, whether it’s hitting TikTok, YouTube, or an Insta story, will be stamped with the Heatwave brand. It’s real, organic, high-intensity brand exposure across a passionate, hyper-engaged audience.

And there’s more. Driver interviews, livestream integrations and influencer content, they’re all on the table. It’s a sponsorship that reaches way beyond the signage. It’s about Heatwave becoming part of the story, part of the moment, part of the burn.

“Heatwave isn’t just another logo slapped on a barrier,” Matt added. “They understand the Summernats crowd. They speak the same language. This partnership feels authentic, because it is authentic.”

With Summernats 38 gearing up to be the biggest yet, there’s no better time for Heatwave to cement its place at the heart of Australia’s car culture. From the Drift Precinct to the main arena, from content creators to chrome-polishers, the Heatwave brand will be everywhere this January.

So, grab your mates, grab a set of shades, and head to Canberra from 8–11 January 2026. Because when the tyres start screaming, the engines wail, and the crowd goes nuts, you’ll want to be watching it all through a pair of Heatwaves.

See you at the Drift Precinct. Let’s send it.