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 fines Daniel Suarez $50,000 for pit road incident

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NASCAR fined Daniel Suarez $50,000 for running into the cars of Alex Bowman and teammate Ross Chastain on pit road after last weekend’s race at Circuit of the Americas.

Suarez was upset after a potential top-five finish was lost in an incident in overtime.

MORE: Appeals Panel rescinds 100-point penalty to Hendrick drivers 

Suarez restarted fifth in the second overtime restart but left the inside lane open. Alex Bowman, with Ross Chastain and Chase Briscoe aligned behind, charged and got beside Suarez as they approached Turn 1.

As Bowman slowed to make the tight turn, he was hit from behind and that sent him into Suarez, who clipped the left rear of Martin Truex Jr.’s car. Truex spun in front of Suarez and blocked his path, allowing the rest of the field to drive by and costing Suarez a top-five finish. Suarez finished 27th.

Suarez spoke briefly with Bowman before having a discussion with Chastain.

“It’s uncharacteristic of Daniel,” Elton Sawyer, NASCAR senior vice president of competition, said Tuesday on SiriusXM NASCAR Radio. “There’s no excuse for what happened.”

Appeals panel rescinds 100-point penalty to Hendrick drivers

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Alex Bowman is back leading the points after the National Motorsports Appeals Panel rescinded the 100-point penalty to each Hendrick Motorsports driver and team Wednesday. The Appeals Panel also rescinded the 10-point playoff to each Hendrick driver and team.

The Appeals Panel found that Hendrick violated the rule by modifying the hood louvers on the cars of Bowman, William Byron, Kyle Larson and Josh Berry at Phoenix. The louvers were taken after practice that weekend.

The Appeals Panel kept the $100,000 fine and four-race suspension to each Hendrick crew chief: Cliff Daniels, Alan Gustafson, Blake Harris and Rudy Fugle. All four sat out the past two races, meaning they’ll miss this weekend’s race at Richmond and next weekend’s race on the dirt at Bristol before returning the following weekend at Martinsville.

The Appeals Panel did not give a reason for its decision.

Bowman had been 16th in the standings with the 100-point penalty. He now has a 15-point lead on Ross Chastain after getting all those points back.

Byron goes from 22nd to third after getting his points back. He’s 29 points behind Bowman, 14 points behind Chastain and five points ahead of Kyle Busch. Byron also gets his 10 playoff points back for his wins at Las Vegas and Phoenix.

Larson goes from 27th to ninth with getting his points back.

“We are grateful to the National Motorsports Appeals Panel for their time and attention,” said Rick Hendrick, owner of Hendrick Motorsports, in a statement. “Today’s outcome reflects the facts, and we’re pleased the panel did the right thing by overturning the points penalty. It validated our concerns regarding unclear communication and other issues we raised. We look forward to focusing on the rest of our season, beginning with this weekend’s race at Richmond (Raceway).”

NASCAR stated its displeasure with part of the penalty being rescinded.

“We are pleased that the National Motorsports Appeals Panel agreed that Hendrick Motorsports violated the rule book. However, we are disappointed that the entirety of the penalty was not upheld. A points penalty is a strong deterrent that is necessary to govern the garage following rule book violations, and we believe that it was an important part of the penalty in this case and moving forward. We will continue to inspect and officiate the NASCAR garage at the highest level of scrutiny to ensure a fair and level playing field for our fans and the entire garage.”

The panelists on the appeal were former driver Bill Lester, Kelly Housby and Dixon Johnston.

Here is the updated points

1. Alex Bowman       226 points

2. Ross Chastain      211

3. William Byron       197

4. Kyle Busch           192

5. Joey Logano        186

6. Kevin Harvick       186

7. Christopher Bell   184

8. Ryan Blaney         177

9. Kyle Larson          170

10. Austin Cindric     166

11. Martin Truex Jr.   165

12. Brad Keselowski 162

13. Tyler Reddick       161

14. Denny Hamlin      161

15. Ricky Stenhouse Jr. 159

16. Chris Buescher     157

17. Daniel Suárez        144

18. Corey LaJoie         139

19. Michael McDowell 125

20. Ty Gibbs                 118

21. Bubba Wallace      103

22. AJ Allmendinger    103

23. Erik Jones                99

24. Chase Briscoe         96

25. Todd Gilliland          95

26. Austin Dillon            93

27. Noah Gragson        86

28. Aric Almirola            70

29. Ryan Preece           69

30. Harrison Burton      66

Drivers to watch in NASCAR Cup Series race at Richmond Raceway

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The NASCAR Cup Series’ first short track points race of the season is scheduled Sunday at Richmond Raceway, a presence on the NASCAR schedule since 1953.

Tyler Reddick is coming off his first win of the season last Sunday at Circuit of the Americas. He gave Toyota its first victory of the year.

MORE: William Byron is No. 1 in NBC Sports NASCAR Power Rankings

The Richmond race is the first of three consecutive events on short tracks. The series will race on the dirt surface at Bristol Motor Speedway April 9 and the Martinsville Speedway half-mile April 16.

A look at drivers to watch Sunday at Richmond:

FRONTRUNNERS

Tyler Reddick

  • Points position: 13th
  • Best seasonal finish: 1st (COTA)
  • Past at Richmond: No finish better than 11th in five career starts

Reddick showed the promise of what could be a strong season by dominating Sunday’s race at COTA. His victory boosted him five spots in points to 10th. Richmond, a track where he has never led a lap, will be a test.

William Byron

  • Points position: 3rd
  • Best seasonal finish: 1st (Las Vegas 1, Phoenix 1)
  • Past at Richmond: Led 122 laps in April race last year

Byron had a top car in this race last season but was passed by Denny Hamlin for the win with five laps remaining. Byron finished third, his career-best run at Richmond.

Denny Hamlin

  • Points position: 14th
  • Best seasonal finish: 6th (Auto Club, Atlanta 1)
  • Past at Richmond: Four consecutive top-four runs, including a win

Hamlin can be counted on to challenge for the win every time the tour rolls into Richmond. He has won there in 2009, ’10, ’16 and ’22.

QUESTIONS TO ANSWER

Daniel Suarez

  • Points position: 17th
  • Best seasonal finish: 4th (Auto Club)
  • Past at Richmond: Best career finish is 7th

After opening the season with top-10 runs at Daytona, Fontana and Las Vegas, Saurez has plummeted into the 20s in three consecutive races. Richmond will present another big challenge. Suarez has five consecutive finishes of 16th or worse there.

Ryan Preece

  • Points position: 29th
  • Best seasonal finish: 12th (Phoenix 1)
  • Past at Richmond: Top finish of 20th in five career starts

Preece’s first full-time season in the Stewart-Haas Racing No. 41 has started poorly. He has been sidelined by accidents in three races and was more upset than most after being parked by a multi-car crash Sunday at COTA.

Alex Bowman

  • Points position: 1st
  • Best seasonal finish: 3rd (Las Vegas 1, COTA)
  • Past at Richmond: Three top 10s, including a win, in past five races

Bowman seems poised to score his first victory of the season. He has been among the tour’s most consistent drivers to date, with five top-10 finishes in six races.

 

 

 

What takes place in a NASCAR appeal hearing? Here’s a look

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Hendrick Motorsports is scheduled to have its appeal hearing at 10 a.m. ET Wednesday.

So what will happen in the appeal hearing? Here is a look at the process, based on the NASCAR Cup Rule Book.

NASCAR penalized Hendrick Motorsports for modifications to hood louvers. Those penalties were:

  • Docked Alex BowmanKyle Larson and William Byron 100 points and 10 playoff points each.
  • Suspended crew chiefs Cliff Daniels, Alan Gustafson, Rudy Fugle and Blake Harris four races each and fined each $100,000.
  • Penalized each of the four Hendrick teams 100 owner points and 10 playoff points.

Before the appeal hearing starts, both sides — in this case, Hendrick Motorsports and NASCAR — must file a written summary presenting their case before the hearing.

The summary must not be longer than two single-spaced pages. Any attachments or appendices either side intends to present during the hearing must be included. Such attachments or appendices may include, but are not limited to, video, written statements, diagrams, photographs and charts.

The summary is to be filed by 5 p.m. ET two days before the beginning of the hearing. The summary shall be confidential and not released to the public. The Cup Rule Book says that releasing the summary to the public “may result in a penalty.”

The appeal will be heard by three members. They will come from a pool of panelists. The Cup Rule Book lists 19 panelists. That group includes former drivers Mike Skinner, Lake Speed, Bill Lester, Shawna Robinson and Lyn St. James, along with others in various roles in motorsports.

The Cup Rule Book states that “in seating an Appeals Panel, the Administrator shall take into consideration the panelists’ availability, background, professional experience and knowledge.”

The Cup Rule Book states “the burden rests on NASCAR to show that it is more likely than not that a violation … has occurred, and that the Penalty Notice issued is within the guidelines of the NASCAR Rules.”

Both parties are allowed in the hearing room while each side presents evidence. NASCAR goes first.

After both sides finish, there is a break before an optional rebuttal period. NASCAR has the chance to go first, followed by those appealing.

Once that is complete, NASCAR is permitted one last opportunity to “argue, explain, or present rebuttal on the facts and violation” to the appeal panel since NASCAR carries the burden of proof.

The appeal panelists may ask questions to either group or any witnesses at any time during the hearing.

Decisions by the three-member National Motorsports Appeals Panel do not need to be unanimous.

The National Motorsports Appeals Panel can affirm the penalty or adjust it. The panel can rescind some or all of the penalties or increase any or all penalties.

When NASCAR penalized William Byron 25 points and fined him $50,000 for spinning Hamlin during a caution in last year’s playoff race at Texas, Hendrick Motorsports appealed. The National Motorsports Appeals Panel rescinded the 25-point penalty but increased his fine to $100,000. NASCAR amended its rule book after the panel’s decision.

NASCAR does not have the option to appeal the panel’s decision. Those who filed the appeal can further appeal the panel’s decision to the Final Appeal Officer. That decision can’t be appealed.

Kaulig Racing and Denny Hamlin each will go through this process when their appeals are heard. Kaulig Racing’s appeal is April 5 for modifications to a hood louver. Hamlin’s appeal is April 6 for intentionally wrecking Ross Chastain on the last lap of the Phoenix race.