Polaris is accelerating deeper into motorsports culture through a new multi-year partnership with YouTube creator, racer and entrepreneur Cleetus McFarland, a move aimed at expanding fan experiences, content and live events tied to the growing off-road and performance community.
The powersports manufacturer announced Tuesday that it has entered into a long-term collaboration with McFarland, whose real name is Garrett Mitchell, bringing together one of the industry’s most recognized vehicle brands with one of motorsports’ most influential digital personalities.
Known for building a passionate following through his Freedom Factory events, high-energy YouTube content and grassroots racing culture, McFarland has become one of the most recognizable figures in American motorsports entertainment.
Polaris said the partnership is designed to create new opportunities for fans to engage through real-world experiences, original content and events, while placing McFarland and his team behind the wheel of Polaris vehicles across his content platforms and live operations.
“We are big fans of Cleetus and the community he has built. We couldn’t just watch from the outside; we had to be a part of it,” said Reid Wilson, president of Polaris Off-Road Vehicles.
“He brings a level of energy, passion and authenticity that reflects what American motorsports is all about, and we look forward to supporting a community that shares our love for performance and adventure.”
The partnership signals Polaris’ continued push into enthusiast-driven brand storytelling, where audience engagement extends well beyond traditional advertising and into creator-led experiences.
For McFarland, whose audience has grown around a blend of horsepower-driven entertainment, racing spectacle and fan-first events, the collaboration represents an expansion into the broader powersports space.
“I built my community around freedom, horsepower and having a good time, and Polaris fits that perfectly,” McFarland said.
“They get the people, they get the spirit — hell yeah, brother — that’s what we’re all about. Teaming up allows us to introduce more people to powersports and the fun that comes with it.”
Under the agreement, Polaris branding and vehicles are expected to become a recurring presence across McFarland’s digital channels, Freedom Factory content and event activations.
The companies officially unveiled the partnership Tuesday through an adrenaline-driven launch video released on McFarland’s YouTube channel.
The move also reflects a broader trend across motorsports and automotive brands increasingly partnering with digital-first creators who command highly engaged enthusiast communities.
For Polaris, aligning with McFarland offers direct access to a loyal audience built around performance vehicles, motorsports culture and hands-on fan participation.