DAYTONA BEACH, Fla. – NASCAR has unveiled the new sponsorship model for the sanctioning body’s elite NASCAR Cup Series.
Previously the series has featured one primary sponsor, most recently Monster Energy. Now the series, which will simply be known as the NASCAR Cup Series, will have four premier partners supporting the series.
Those four premier partners for 2020 are Busch Beer, GEICO, Coca-Cola and Xfinity. Each of them will receive premium assets throughout the season, with all four collectively owning a presence connected to the NASCAR Cup Series Championship Race and NASCAR All-Star Race.
All four partners will be prominently featured in multiple platforms across the sport, including integrations in broadcast, NASCAR digital and social channels, event entitlements, in-market promotions and at-track activations.
“This has been a monumental year for our sport, one highlighted by significant changes in our business model to ensure long-term viability and growth,” said NASCAR President Steve Phelps in a statement following the announcement. “As we begin this new chapter, we are joined by four incredible brands with deep-rooted histories across all levels of our sport. We are honored to have this elite group represent our NASCAR Cup Series for years to come.”
Busch Beer will continue to maintain exclusive sponsorship of the Busch Pole Award throughout its premier sponsorship agreement. Additionally, Busch Beer will sponsor a NASCAR Cup Series event next season.
Coca-Cola will continue its sponsorship of both NASCAR Troops to the Track and NASCAR Salutes, the portion of the season focused on highlighting appreciation of the U.S. Armed Forces. Coca-Cola will also continue to own race entitlements at Charlotte Motor Speedway and Daytona Int’l Speedway. Additionally, Coca-Cola becomes the presenting sponsor of the NASCAR Cup Series regular season championship trophy.
GEICO, which became the official insurance provider of NASCAR earlier this year, will enhance its existing assets through its premier sponsorship and become the presenting partner of a season phase.
As a premier sponsor, Xfinity will maintain its Xfinity Series sponsorship, central to its NASCAR strategy. Xfinity will also sponsor the Championship 4 elimination race of the NASCAR Cup Series playoffs at Martinsville Speedway.
NASCAR had utilized the single title sponsor model since 1971, when Winston became the title sponsor of the NASCAR Winston Cup Series. The series became known as the NASCAR NEXTEL Cup Series in 2004 and the NASCAR Sprint Cup Series in 2008. The series has been known as the Monster Energy NASCAR Cup Series since 2017.
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