As of 2014, Kevin Harvick drives the No. 5 Tide Chevrolet car. In April 2014, Harvick drove the car at the Richmond International Raceway for the ToyotaCare 250 competition. Before this, the detergent company sponsored Travis Kvapil in 2006 at the Sprint Cup.

Tide started sponsoring NASCAR drivers in 1987 with Darrell Waltrip. Tide terminated this sponsorship after four seasons, and took up with Richard Rudd in 1991. They ended this sponsorship in 1998 after Rudd snapped his 19-season winning streak by failing to win a single race that year. Tide sponsored Scott Pruett for a single year, Rick Craven for less than four years and Kvapil for one.