A Familiar Face Heads to Daytona
The man who killed Osama bin Laden has never been especially good at sitting still.
Rob O’Neill, former Navy SEAL, bestselling author, and longtime friend of SOFREP, has built a post-military life that moves at about the same tempo as his operational years. Speaking tours, business ventures, media appearances, and the occasional high-octane event weekend keep him in motion. This week is no exception. O’Neill is headed to Daytona for the Daytona 500, and he is not just there for the roar of engines. He is rolling in with Hi Seltzer, the THC-infused beverage brand that has been gaining traction among adults looking for something different in their cooler.
If you know Rob, you know he does not put his name on things casually. He has been open in recent years about stepping away from alcohol and taking a hard look at what he wants the next phase of his life to look like. That kind of honesty is not always comfortable, but it has become part of his public persona. Now he is channeling that same energy into a partnership that fits his current lane.
A Different Kind of Drink in the Cooler
Hi Seltzer positions itself as a clean, modern alternative to traditional drinking culture. Zero alcohol, zero sugar, and a THC profile designed for a controlled, social experience. The pitch is simple. Adults still want to hang out, still want to relax, still want something in hand at the barbecue or trackside tailgate. They just may not want the same aftereffects that used to come with it.
O’Neill has already dipped a toe into the cannabis space with Operator Canna, so this move is not coming out of nowhere. It feels more like a continuation of a broader shift. For him, the partnership seems less about jumping on a trend and more about aligning with where he is personally. That tends to be the through-line with Rob. Whether he is on stage telling stories, working with veteran-focused initiatives, or launching a new venture, he leans into things that make sense for his life right now.
Full Throttle Weekend
Daytona provides the perfect backdrop. The Daytona 500 is not a quiet, introspective setting. It is loud, fast, and unapologetically American. Veterans, race fans, and every flavor of weekend warrior will be there. Brand activations, media appearances, and a lot of handshake-and-photo moments are on the schedule. O’Neill and the Hi Seltzer crew plan to be right in the middle of it.
There is also a broader cultural moment at play. The beverage world has shifted dramatically over the last few years. Non-alcoholic options, functional drinks, and cannabis-adjacent products have moved from niche corners into mainstream conversation. Some people are experimenting. Some are making permanent changes. Some just want options. That shift has created space for brands like Hi Seltzer to step in and make their case.
None of this means the traditional beer at the race is going anywhere. Daytona will still smell like gasoline, sunscreen, and cold cans cracking open in the Florida sun. But it does mean the cooler has a few more choices in it than it used to. For a lot of adults, that is enough.
Rob O’Neill showing up at Daytona with a new partnership fits the pattern. He has always been comfortable in high-energy environments and around people who live life at full throttle. This weekend will be another example of that. He will shake hands, tell stories, and probably take a few photos with readers and friends, fans and fellow veterans.
And somewhere in the middle of the noise of the crowd, the roar of the engines, and the All-American spectacle, he will be raising a can of something ice-cold that reflects where he is today.
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