Microsoft partners with NASCAR, will sponsor Dale Earnhardt Jr.’s car in two races

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Microsoft has signed to become the “Official Technology Partner of NASCAR” and a major technology partner of Hendrick Motorsports, which includes sponsoring Dale Earnhardt Jr.’s No. 88 car in two Sprint Cup races.

Microsoft will promote the upcoming launch of Windows 10 with primary sponsorship of Earnhardt’s car this weekend at Sonoma Raceway and Aug. 2 at Pocono Raceway.

Both NASCAR and Hendrick Motorsports will adopt the Windows 10 platform and Microsoft Azure to deliver technology solutions.

“NASCAR and Hendrick Motorsports are perpetual innovators in motorsports,” said Steve Guggenheimer, Corporate Vice President, Developer Experience and Evangelism at Microsoft in a release. “This sport demands constant innovation, to have its boundaries pushed, so that the sport delivers the exciting experiences expected by fans.

“We’re looking forward to the next solutions that we can deploy with both NASCAR and Hendrick Motorsports to push each of our organizations forward.”

NASCAR and Microsoft first collaborated last year to help improve communication among NASCAR officials in the garage in regards to inspection of cars.

“Partnering with a global leader like Microsoft heightens our commitment to drive innovation and adopt state-of-the-art technologies across our sport,” said Steve Phelps, NASCAR chief marketing officer in a release.

The announcement was made in advance of Microsoft’s participation at the NASCAR Fuel For Business Council meeting taking place Thursday in San Francisco, with Microsoft serving as the presenting sponsor. The quarterly meetings are designed as forums where NASCAR Partners can do business together.