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Xfinity among four premier partners for NASCAR Cup Series in 2020

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NASHVILLE, Tenn. — Xfinity, Busch Beer, Coca-Cola and GEICO will serve as inaugural premier partners for the NASCAR Cup Series in 2020, the sanctioning body announced Thursday morning.

The new sponsorship model, which goes away from one company having its name solely tied to the Cup Series, includes premium assets for each premier partner to engage fans throughout the upcoming season. Premier partners will collectively own a presence connected to the NASCAR Cup Series Championship 4 race and All-Star Race. All four partners also 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.

The contracts for all four companies were staggered three to five years to avoid them from all expiring at the same time. NASCAR also has stated that it’s goal is to have three to five premier partners. Even with these companies, it does not limit the categories teams can search for sponsors.

“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 Steve Phelps, NASCAR President, in a statement. “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.”

Said Daryl Wolfe, NASCAR executive vice president and chief sales and operations officer, in a statement: “This new model will provide our premier partners with a heightened level of integration and visibility across all aspects of our sport. Each of these partners have demonstrated their commitment to our brand-loyal fan base and we are excited about how these brands will elevate the NASCAR Cup Series.”

Here is how each company’s involvement will be seen in 2020:

Xfinity

Comcast’s Xfinity brand entered the sport with a landmark 10-year partner agreement in 2015, positioned as the title sponsor of the NASCAR Xfinity Series and the “Official Entertainment Partner of NASCAR.” As a premier partner, Xfinity will maintain its Xfinity Series sponsorship. Xfinity also will sponsor the Championship 4 elimination race of the 2020 NASCAR Cup Series playoffs at Martinsville Speedway.

“The first five years of our partnership with NASCAR has exceeded our expectations and the season-long national platform has provided increased exposure for the Xfinity brand and allowed us to demonstrate how our products and services enhance the way race fans enjoy this great sport,” said Matt Lederer, vice president of brand partnerships, Comcast, in a statement. “Given the overwhelming fan reaction and how the industry has embraced the Xfinity brand, we’re thrilled to expand upon that commitment by becoming a premier partner of the NASCAR Cup Series, while also continuing to showcase the young stars of the NASCAR Xfinity Series.”

Throughout the past five years, Xfinity has elevated the series’ “Where Names Are Made” theme, supported the introduction of an elimination-style playoffs, reenergized the Dash 4 Cash program, reimagined how champions are celebrated at Xfinity Champion’s Day at Universal Orlando Resort and has honored charitable efforts within the industry through its prestigious Comcast Community Champion of the Year Award platform. Xfinity continues to change the way fans access the sport through its Xfinity Stream app, Xfinity X1 video and Xfinity xFi internet.

One of the changes is that the champions in the Cup, Xfinity and Truck Series each will go to Universal Orlando Resort for Xfinity Champion’s Day in November. Previously, only the Xfinity Series champion went there. And, Xfinity Philadelphia Takeover in May will continue to be an integral part of the Xfinity NASCAR partnership, along with the other programs Xfinity does.

Busch Beer

Busch Beer returned as a NASCAR official partner in 2018. The deal provided the beer brand exclusive sponsorship of the Busch Pole Award, a position it will continue with throughout its premier partnership. Busch Beer also will sponsor a NASCAR Cup Series event in 2020.

 “We are continuing to evolve our presence in NASCAR because we have a significant connection to its fans and believe in the future of the sport,” said Nick Kelly, vice president partnerships, beer category and community, Anheuser-Busch, in a statement. “The premier partner position strengthens our deep-rooted history in the sport and will provide fans with even more opportunities to enjoy a crisp, cold Busch Beer on race day.”

Anheuser-Busch’s history in NASCAR dates back to 1978, when it sponsored the Busch Pole Award. Additionally, Busch Beer was the “Official Beer of NASCAR” from 1988-97. Beginning in 1998, Anheuser-Busch sponsored the Bud Pole Award through its Budweiser brand, which also became the “Official Beer of NASCAR” through 2007.

Coca-Cola

Coca-Cola has been involved with stock car racing for 50 years and became a NASCAR official partner in 1998. As a premier partner, Coca-Cola will continue its sponsorship of both NASCAR Troops to the Track and NASCAR Salutes, the portion of the season focused on highlighting industry-wide appreciation of the U.S. Armed Forces. Coca-Cola will also continue to own race entitlements at Charlotte Motor Speedway and Daytona International Speedway. Additionally, Coca-Cola becomes the presenting sponsor of the NASCAR Cup Series regular season championship trophy.

“Coca-Cola has a long history of successful collaboration with NASCAR and elevating our position to premier partner provides even more opportunity to connect fans to unforgettable experiences,” said John Mount, vice president, sports marketing, Coca-Cola North America, in a statement. “Further integrating our two brands affords Coca-Cola the opportunity to build on our winning formula and contribute to the growth of the sport in the years ahead.”

The agreement further enhances Coca-Cola’s position as the “Official Soft Drink of NASCAR.” A signature part of the brand’s marketing strategy is the Coca-Cola Racing Family – an exclusive group of top drivers representing Coca-Cola who are featured across company advertising, promotions and packaging.  

GEICO

GEICO’s involvement in NASCAR spans more than a decade and the company became the “Official Insurance Provider of NASCAR” earlier this year. As one of the most fully integrated brands in the sport, GEICO will enhance its existing assets through its Premier Partnership and become the presenting partner of a season phase.

“Our affiliation with NASCAR has been successful over the past decade and expanding our role to Premier Partner was the next logical step,” said Bill Brower, assistant vice president of marketing for GEICO. “Our expanded presence will allow us to further engage the most brand-loyal fans in sports, bolster our effective marketing platform and play a prominent role in the sport in the years ahead.”

In addition to GEICO’s team partnership with Germain Racing and Ty Dillon, the brand’s involvement in NASCAR includes highly visible assets such as the GEICO Restart Zone, its race entitlement at Talladega Superspeedway and campground sponsorships.

Martins Motorsports adds sponsorship to No. 44 Xfinity car

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Martins Motorsports announced Tuesday that it has renewed a partnership with Gilreath Farms Red Angus for the 2020 Xfinity Series.

Gilreath Farms and AAN Adjusters, which also is owned by Ken Gilreath, will be the primary sponsor of the No. 44 Xfinity car for 25 races this season. Gilreath Farms sponsored Martins for a race at Bristol Motor Speedway in 2018 when Martins drove for BJ McLeod Motorsports.

“Having Gilreath Farms Red Angus on the car again is special,” Martins said in a statement. “This is really where my partnership with Ken started in 2018, so to see his commitment to us this year…I mean I’ve said it before, it completely changes our entire outlook for this season. It’s really special.”

The first race for the Red Angus Chevrolet will be at Bristol Motor Speedway.

Truck Series playoffs expands to 10 teams

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The playoffs for the Gander RV & Outdoors Truck Series will expand from eight to 10 drivers in 2020, NASCAR announced Tuesday.

Two teams will be eliminated after the first round and four eliminated after second round.

How each round of the playoffs will unfold:

Round of 10: World Wide Technology Raceway at Gateway, Canadian Tire Motorsport Park and Bristol Motor Speedway

Round of 8: Las Vegas Motor Speedway, Talladega Superspeedway, Martinsville Speedway

Championship 4: Phoenix Raceway

“Expanding the NASCAR Gander RV & Outdoors Truck Series playoff field to 10 is a win-win for drivers, teams and, most importantly, the passionate fans who support our Gander Trucks,” Truck Series Managing Director Brad Moran said in a statement from NASCAR. “This will only increase the competitive intensity this series offers, as more drivers and teams vie for one of the most coveted championships in all of racing.”

Had there been 10 drivers allowed in last year’s playoffs, ThorSport Racing’s Ben Rhodes and Kyle Busch Motorsports’ Harrison Burton would have gotten those spots. KBM did not have any drivers in the playoffs.

The first two races of the playoffs, at Gateway and Canada, will feature the new pit road rules for standalone races in the Truck and Xfinity Series.

Reports: Daniel Suarez to drive for Gaunt Brothers Racing

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Multiple reports state that Daniel Suarez will drive the No. 96 Cup car for Gaunt Brothers Racing in 2020.

The team has not made any an announcement.

Toby Christie reported Friday at tobychristie.com that a deal was done for Suarez to drive the full Cup season for Gaunt Brothers Racing. Motorsport.com reported Monday that Suarez would join Gaunt Brothers Racing for the full season.

Suarez would replace Parker Kligerman, who confirmed to NBC Sports on Friday that he would not return to the No. 96 car this season.

This would be the fourth Cup season for Suarez. He drove for Joe Gibbs Racing in 2017-18 before being replaced by Martin Truex Jr. Suarez moved to Stewart-Haas Racing in 2019 and was replaced after the season by rookie Cole Custer.

Suarez continues to seek his first Cup win. He has eight top-five and 32 top-10 finishes in 108 Cup starts. He won the 2016 Xfinity title, a year after winning rookie of the year honors in that series.

Gaunt Brothers Racing debuted in 2017, running one race with D.J. Kennington. The team ran 22 races the following year between Kligerman, D.J. KenningtonJeffrey Earnhardt and Jesse Little. The team ran 15 races last year with Drew Herring running once along with Kligerman’s 14 starts.

HighPoint to sponsor Chase Briscoe in multiple Xfinity Series races

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Chase Briscoe will have a new sponsor in 2020 in HighPoint.com, a customer service and technology solutions company, Stewart-Haas Racing announced Tuesday.

Briscoe, who returns for a second full-time Xfinity Series season with SHR, will have HighPoint as a primary sponsor on his No. 98 Ford for 10 races. The Sparta, New Jersey-based company will make its debut with the Feb. 15 season opener at Daytona.

For all other races, HighPoint will be an associate sponsor.

“Even though we race stock cars, there’s nothing stock about what we do,” Briscoe said in a press release. “The science of our cars is impressive, but the technology that goes into building our Ford Mustangs and then making them perform is even more advanced. Our IT needs are pretty complex, and we demand a lot from our technology every day, whether it’s at the shop or at the track. HighPoint is more than just a sponsor – they’re a partner that helps us perform.”

As part of the deal, HighPoint will be the team’s official IT solutions provider.

“Walk around our race shop during the week and the garage area on a race weekend and you’ll see how our race cars and our entire industry relies on technology,” Mike Verlander, SHR’s vice president of sales and marketing, said in a press release. “From engine diagnostics to fuel-mileage calculations, our business is dependent on service and technology solutions. Every company needs what HighPoint provides, and we’ll work diligently to facilitate those introductions.”