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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.

NASCAR will have choose rule for All-Star Race at Bristol

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Following support from drivers, NASCAR will allow competitors to choose which lane they want to restart in during the July 15 All-Star Race at Bristol Motor Speedway.

The choose rule designates a spot on the track where a driver must select if they wish to restart on the inside lane or outside lane. The choose rule also will be in place for the NASCAR Open.

NASCAR also announced the format for the NASCAR Open and All-Star Race.

In the NASCAR Open, which is for drivers who have not qualified for the All-Star Race:

  • Stage 1 will be 35 laps
  • Stage 2 will be 35 laps
  • The final stage will be 15 laps

The winner of each stage advances to the All-Star Race. After the NASCAR Open, the Fan Vote winner will be announced. That will go to the driver not yet qualified for the All-Star Race after competing in the NASCAR Open.

In the All-Star Race, the format will be:

  • Stage 1 will be 55 laps
  • Stage 2 will be 35 laps
  • Stage 3 will be 35 laps
  • The final stage will be 15 laps

Both green flag and yellow flag laps will count in the first three stages. Only green flag laps will count in the final stage. There will be an unlimited number of attempts at a green, white, checkered finish under green flag conditions.

NASCAR also stated that the car number will move from the door toward the rear wheel to give more exposure to the teams’ sponsors

The biggest change is the choose rule. At Bristol, the outside line is dominant on restarts. The leader chooses to restart on the outside line and the driver starting in the second row — in fourth place — often is second shortly after the restart because of the lane’s advantage. With the rule change, others would have the chance to start on the outside lane if they wanted.

“I see nothing bad that it can bring,” Joey Logano said of the chose rule concept in May. “It brings another strategy to the table, it’s definitely something to talk about. You don’t have luck becoming involved. …

“I tell you, if I see a bunch of 12-year-olds do it in the Summer Shootout at Charlotte Motor Speedway, I’m pretty sure all of us could figure it out.”

Said Austin Dillon: “As a sport we’re always changing. We’ve done a really good job with the mile-and-a-half program and brought it back to life. I think the next thing is trying to make it better for the fans and create more drama than it already has.”

Some drivers have called for this type of rule to prevent the brake checking that takes place at the exit of pit road so a driver can be in an even-number position in the running order and restart on the outside lane.

“It takes out pit crew’s fast stops,” Dillon said. “Your pit crew could’ve gained a couple of spots there, but instead you’re giving up two spots because you’d rather start on the outside. That’s gotta stop. I think it’s gonna knock someone’s nose in at the end of pit road before too long, so that will end a guy’s race. I don’t feel like it is a hard thing to do.”

The All-Star Race was moved from Charlotte Motor Speedway to Bristol Motor Speedway because of the COVID-19 pandemic and North Carolina restrictions on mass gatherings. Bristol will be allowed to have up to 30,000 fans.

Drivers who have already clinched an All-Star Race spot: Ryan Blaney, Alex Bowman, Kurt Busch, Kyle Busch, Chase Elliott, Justin Haley, Denny Hamlin, Kevin Harvick, Jimmie Johnson, Erik Jones, Matt Kenseth, Brad Keselowski, Joey Logano, Ryan Newman and Martin Truex Jr.

 

Can anybody catch Denny Hamlin and Kevin Harvick?

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Kevin Harvick and Denny Hamlin.

Or is it Denny Hamlin and Kevin Harvick?

They’ve won four of the last six Cup races, including the past two, and came within a late caution flag of being the last two Brickyard 400 winners at Indianapolis Motor Speedway, site of Sunday’s race (4 p.m. ET on NBC).

MORE: Indianapolis weekend schedule

MORE: Denny Hamlin, Kevin Harvick 1-2 in Power Rankings

“For the most part, when we have had chances to win races, we have won them,” Harvick said. “I think Sunday (at Pocono) was probably the only one that I could point to and say that we had the car to win the race and didn’t win the race. I think for the majority of the races that we have had chances to win we have capitalized on those situations.”

That Pocono race Sunday? Harvick finished second to Hamlin, who has won two of the last four races.

“I would say specifically the last 10 to 11 (races) we’ve been exceptional, really since coming back from the break that we had,” Hamlin said. “I thought we’ve been really good.

“My team is really strong. They’re doing a lot of really good work at the race shop preparing our cars to be set up, optimized right from the first run of the day.

“Where we’re really struggling is not getting stage points. I think we’d be winning the regular season if we could get some. The way the races have played out, we’ve kind of made our bed to try to win the race because we’ve had race‑winning cars. I’ll definitely take race wins over stage wins, especially knowing that a race win counts for five (playoff points).”

Harvick enters Sunday’s race at Indy as the defending winner. He led 118 of 160 laps in last year’s race, winning by more than six seconds.

In 2018, Hamlin led at Indy when a caution with six laps to go took away his advantage. Brad Keselowski passed Hamlin coming to the white flag and won.

If not Harvick or Hamlin this weekend, Keselowski could be one to watch.

“My confidence level right now is very, very high that we can be a contender for the entire season and continue to build and get stronger,” said Keselowski, who has two wins and eight top-10 finishes since the season resumed in May. “Very, very pleased to see how the team has come together. … Now we’re starting to show a lot of speed. I don’t think we’ve reached our full potential.”

Even with Keselowski’s success, Harvick and Hamlin have been stout. This is how dominant Harvick and Hamlin have been all season and since May:

Most wins this year (15 races)

Most wins since season resumed (11 races)

  • Denny Hamlin (3 wins)
  •  Kevin Harvick (3 wins)
  • Brad Keselowski (2 wins)

Most top-five finishes this year (15 races)

Most top-five finishes since season resumed (11 races)

  • Denny Hamlin (8 top 5s)
  • Kevin Harvick (7 top 5s)
  • Chase Elliott (6 top 5s)
  • Ryan Blaney (6 top 5s)

Most top 10 finishes this season (15 races)

  • Kevin Harvick (12 top 10s)
  • Denny Hamlin (10 top 10s)
  • Brad Keselowski (10 top 10s)

Most top 10 finishes since season resumed (11 races)

  • Kevin Harvick (8 top 10s)
  • Denny Hamlin (8 top 10s)
  • Brad Keselowski (8 top 10s)
  • Martin Truex Jr. (8 top 10s)

Patriots of America PAC to be primary sponsor for Go Fas Racing in nine races

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Patriots of America, a political action committee supporting President Donald Trump’s re-election bid, will be the primary sponsor of Corey LaJoie’s car this weekend at Indianapolis Motor Speedway, Go Fas Racing announced Wednesday.

Patriots of America PAC will be the primary sponsor on the car for eight additional races.  

“Our mission is to get voters registered and to the polls in November,” said Jeff Whaley on behalf of Patriots of America PAC. “We are excited about our sponsorship with Go Fas Racing No. 32 and Corey LaJoie. We feel this partnership is the best way to help us communicate this message to the NASCAR community and encourage all Americans to do their part by heading to the polls.”

Team owner Archie St. Hilaire said in a statement: “I am honored to be part of the President’s re-election campaign through the Patriots of America PAC. As a Trump 2020 supporter, this team will do everything possible to secure victory on and off the track electing President Donald Trump to a second term. Let us bring this country back and Keep America Great!”

According to public documents, Patriots of America has paid Go Fas Racing $350,000 to this point for the sponsorship.

Sunday’s Cup race airs at 4 p.m. ET on NBC.

NASCAR, Coca-Cola to honor military, frontline healthcare workers

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NASCAR will honor members of the U.S. Armed Forces and frontline healthcare workers throughout the month of July as part of this year’s expanded “NASCAR Salutes Refreshed by Coca-Cola” initiative.

Per a media release, NASCAR said the program will be “an industry-wide opportunity to recognize and thank those who have gone above and beyond to keep society safe and healthy.”

The kickoff event for the program begins with Sunday’s Big Machine Hand Sanitizer 400 at the Brickyard (4 p.m. ET on NBC, IMS Radio and SiriusXM NASCAR Radio), shifting to a mid-summer window due to the impact of the COVID-19 pandemic.

“We take pride in honoring all who work tirelessly to keep our nation safe, whether a frontline worker in the fight against COVID-19 or part of our U.S. Armed Forces protecting us around the world,” said Jill Gregory, executive vice president and chief marketing and content officer, NASCAR. “The NASCAR industry has always been passionate about saluting our nation’s heroes both past and present, and we once again look forward to recognizing those who serve.”

Per a statement in the media release, NASCAR and Coca-Cola will create content to honor the “heroic work from our military and first responder community during the COVID-19 pandemic. … Through NASCAR digital and social channels, the industry will spotlight even more stories with a new ‘NASCAR Salutes Refreshing Moments’ feature that will also be hosted on NASCAR.com/Salutes.”

“While this crisis has impacted everyone’s daily lives, we are able to race because of the selfless acts by our military community and frontline workers,” said John Mount, vice president, sports marketing and region assets, Coca-Cola North America. “NASCAR Salutes offers an impactful opportunity to showcase our pride and appreciation for these heroes and their families.”

In addition to premier partner Coca-Cola, several other NASCAR Official Partners will also take part in the program:

  • Mack Trucks will wrap its NASCAR Mack Anthem haulers with NASCAR Salutes-themed graphics voted on by fans at com/NASCARSalutes. The paint schemes honor both military and frontline heroes and the winning designs will be unveiled July 4 and debut during the NASCAR Salutes window.
  • AMR, the “Official Emergency Medical Services Partner of NASCAR,” will feature the NASCAR Salutes Refreshed by Coca-Cola branding on its NASCAR safety trucks and safety team helmets throughout the program.
  • Goodyear continued its tradition of replacing the iconic “Eagle” sidewall for 600 Miles of Remembrance at Charlotte Motor Speedway. This year’s recognition was the Honor and Remember organization, which works closely with the industry to honor gold star families who have lost family members while serving.
  • Mack Trucks and Blue-Emu also collaborated on a day-long effort to thank truckers and critical workers for their hard work during COVID-19. After a kickoff at Mack Trucks’ headquarters, NASCAR’s Mack Anthem haulers visited Virginia-based Sovah Health to thank the frontline workers at the hospital en route to the NASCAR Cup Series race at Martinsville Speedway.

Fans can learn more about the heroes honored throughout the NASCAR Salutes Refreshed by Coca-Colaprogram by visiting NASCAR.com/Salutes.