Rum Bum Racing was created by visionary entertainment businessman Luis Bacardi, direct descendant of Facundo Bacardi, the founder of the famous liquor company. American entrepreneur Luis Bacardi originally was exposed to the high value of motorsports marketing as a sponsor in 2008 while promoting a new business venture and became a true racing aficionado. It was such a powerful tool for his businesses that by 2010 he had built his own Rum Bum Racing organization which continues to make headlines by scoring top wins since its first race at Daytona.