DAYTONA BEACH, Fla. — NASCAR and Ally Financial Inc. have announced a league-wide sponsorship expanding the financial institution’s presence in the sport, having Ally Bank become the Official Consumer Bank of NASCAR and NASCAR-owned tracks.
The multiyear deal is in addition to Ally’s existing full-season relationship with Hendrick Motorsports and will also focus on continuing to bring unique and engaging experiences to fans, while advancing inclusivity in racing.
“We’ve loved every minute of the ride since becoming a sponsor of the No. 48, from seeing the growth in popularity of the sport to the increased diversity among team ownership,” said Andrea Brimmer, Ally’s chief marketing and public relations officer. “The timing couldn’t be better for us to complement our wonderful relationship with Hendrick Motorsports by expanding our footprint as an official NASCAR sponsor.”
Ally is prioritizing celebrating the stories, community and work being done across the cultural landscape of racing in the partnership, as it becomes the presenting sponsor of the NASCAR Drive for Diversity Awards beginning in 2024.
Additionally, the partnership includes Ally and NASCAR proactively working together on initiatives to increase fandom among people of color and LGBTQ+ audiences.
“NASCAR continues to diversify their audience and is making racing an inclusive place for all. That’s a shared goal we’ve always had and we’re ready to help make meaningful change toward that end,” Brimmer said.
“Ally is making a positive impact on our sport through its relationship with Hendrick Motorsports, and we’re thrilled to now welcome them as the Official Consumer Bank of NASCAR,” said Daryl Wolfe, NASCAR’s Executive Vice President and Chief Revenue Officer. “Ally’s ‘Do It Right’ ethos aligns perfectly with our values, and we are confident that our partnership will bring new levels of innovation and inclusivity to the industry.”
Ally will continue to sponsor Alex Bowman and the No. 48 Chevrolet.
“It’s been a privilege to work in partnership with Ally these past five years and see them quickly establish themselves as an engaged and admired sponsor in our sport,” said Rick Hendrick, owner of 14-time NASCAR Cup Series champions Hendrick Motorsports. “All of us at Hendrick Motorsports are thrilled about Ally expanding their efforts with NASCAR and look forward to the positive impact their energy and commitment will have.”