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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.

NBC Sports’ Racing Week in America begins April 6

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Beginning April 6, NBC Sports will present Racing Week in America on NBCSN, providing racing fans with a chance to relive the most thrilling motorsports moments from the past two decades on NBC and NBCSN.

Featuring races from NASCAR, INDYCAR, IMSA, Supercross and other series, Racing Week in America will have a specific theme for each day, starting with “Mayhem Monday” on April 6. NBC Sports will air 12 hours of motorsports coverage (1 p.m.-3 a.m. ET) Monday-Thursday and seven hours (8 p.m.-3 a.m. ET) on Friday-Saturday. Sunday’s coverage airs 2-4 p.m. ET and 10:30 p.m.-3 a.m. ET. Below is each day’s highlighted content throughout the week:

  • Monday, April 6: “Mayhem Monday”
  • Tuesday, April 7: “Twists and Turns Tuesday”
  • Wednesday, April 8: “WednesDale”
  • Thursday, April 9: “Best at the Brickyard”
  • Friday, April 10: “Daytona Speed Day”
  • Saturday, April 11: “Championship Saturday”
  • Sunday, April 12: “Sunday Funday”

Programming will also stream on NBCSports.com and the NBC Sports app.

In addition, NASCAR America will present the NBC eSports Short Track iRacing Challenge from Monday-Thursday at 7 p.m. ET on NBCSN, as Dale Earnhardt Jr., Kyle Busch, and Denny Hamlin headline a group of 18 drivers competing at virtual versions of iconic race tracks across America.

 

MONDAY, APRIL 6 – MAYHEM MONDAY

“Mayhem Monday” will feature some of the most intense battles across NASCAR, INDYCAR, Supercross, and American Flat Track, including two classics from Martinsville Speedway. The 2017 NASCAR Cup Series Playoff race saw Kyle Busch win in overtime and Chase Elliott confront Denny Hamlin for costing him the victory. Two years earlier at Martinsville, Jeff Gordon earned his final win after Matt Kenseth put his feud with Joey Logano to rest. “Mayhem Monday” also has the 2015 INDYCAR race from Auto Club Speedway in Fontana, California, which produced a record 80 lead changes before Graham Rahal finally won out.

COVERAGE TIME (ET) NETWORK
NASCAR – Bristol Motor Speedway 2019 1 p.m. NBCSN
INDYCAR – Auto Club Speedway 2015 3 p.m. NBCSN
NBC eSports Short Track iRacing Challenge – Rockingham 7 p.m. NBCSN
NASCAR – Martinsville Speedway 2017 8 p.m. NBCSN
NASCAR – Martinsville Speedway 2015 10 p.m. NBCSN
Supercross – Anaheim #2 2020 12 a.m. NBCSN
American Flat Track – Buffalo Chip TT 2019 2 a.m. NBCSN

 

TUESDAY, APRIL 7 – TWISTS AND TURNS TUESDAY

From city streets to massive dirt jumps, NBCSN will showcase the best twists and turns that motorsports have to offer starting Tuesday at 1 p.m. ET. “Twists and Turns Tuesday” includes the NASCAR Cup Series’ thrilling first race on the Charlotte Motor Speedway ROVAL; a return to INDYCAR Victory Lane for NBC Sports’ own James Hinchcliffe at iconic Long Beach; and the closest finish in Supercross history from AT&T Stadium in Arlington, Texas.

COVERAGE TIME (ET) NETWORK
IMSA – Long Beach 2019 1 p.m. NBCSN
INDYCAR – Long Beach 2017 3 p.m. NBCSN
NBC eSports Short Track iRacing Challenge – Lucas Oil Raceway 7 p.m. NBCSN
NASCAR – Charlotte Motor Speedway ROVAL 2018 8 p.m. NBCSN
NASCAR – Watkins Glen 2017 10 p.m. NBCSN
Supercross – Arlington 2019 12 a.m. NBCSN
Monster Jam World Finals 2019 2 a.m. NBCSN

 

WEDNESDAY, APRIL 8 – WEDNESDALE

NBC Sports presents a full day dedicated to motorsports icon and NBC Sports analyst Dale Earnhardt. Jr. From his emotional victory at Daytona in 2001 to making “Slide Job!” go viral in his broadcasting debut at Chicago in 2018, fans will see highlights from his memorable career, as well as an episode of his popular podcast/TV show, The Dale Jr. Download.

COVERAGE TIME (ET) NETWORK
NASCAR – Talladega Superspeedway 2019 1 p.m. NBCSN
NASCAR – Chicagoland Speedway 2018 3 p.m. NBCSN
NBC eSports Short Track iRacing Challenge – Myrtle Beach 7 p.m. NBCSN
NASCAR – Daytona International Speedway, July 2001 8 p.m. NBCSN
NASCAR – Talladega Superspeedway 2017 10 p.m. NBCSN
NASCAR – Martinsville Speedway 2005 12 a.m. NBCSN
The Dale Jr. Download 2 a.m. NBCSN

 

THURSDAY, APRIL 9 – BEST AT THE BRICKYARD

Thursday takes a look back on NBC Sports’ exciting history at the Indianapolis Motor Speedway, highlighted by Simon Pagenaud’s win last May in NBC Sports’ first-ever Indianapolis 500 broadcast. Also included are emotional Brickyard 400 wins for Indiana native Tony Stewart and transplant Jeff Gordon, and Drive Like Andretti, NBC Sports’ captivating documentary on the life and times of racing icon Mario Andretti.

COVERAGE TIME (ET) NETWORK
INDYCAR – Grand Prix of Indianapolis 2019 1 p.m. NBCSN
NASCAR – 2005 Brickyard 400 3 p.m. NBCSN
NBC eSports Short Track iRacing Challenge Championship – Martinsville 7 p.m. NBCSN
INDYCAR – 103rd Indianapolis 500 (2019) 8 p.m. NBCSN
Drive Like Andretti 11 p.m. NBCSN
NASCAR – 2004 Brickyard 400 12 a.m. NBCSN
100th Indy 500 Special 2 a.m. NBCSN

 

FRIDAY, APRIL 10 – DAYTONA SPEED DAY

Whether they’re on two or four wheels, legends are made at Daytona International Speedway. On Friday, NBCSN focuses on ‘The World Center of Racing’ with exciting races from NASCAR and Supercross, plus highlights from this year’s 24 Hours of Daytona – better known as the Rolex 24.

EVENT TIME (ET) NETWORK
NASCAR – 2004 Daytona 500 8 p.m. NBCSN
NASCAR – Daytona International Speedway, July 2001 10 p.m. NBCSN
2020 Daytona Supercross 12 a.m. NBCSN
IMSA – 2020 Rolex 24 2 a.m. NBCSN

 

SATURDAY, APRIL 11 – CHAMPIONSHIP SATURDAY

It’s what every driver works for. On Saturday, NBCSN gives fans some of the best championship moments, starting at 8 p.m. ET. The day’s schedule includes Jimmie Johnson claiming his record-tying 7th NASCAR Cup Series title in 2016; Kurt Busch’s stirring rally to become the first champion of the NASCAR Playoff era in 2004; and Scott Dixon’s triumph over Juan Pablo Montoya by the slimmest of margins to win the 2015 INDYCAR crown.

EVENT TIME (ET) NETWORK
NASCAR Cup Series Championship – Miami 2016 8 p.m. NBCSN
INDYCAR Championship – Sonoma 2015 10 p.m. NBCSN
NASCAR Cup Series Championship – Miami 2004 12 a.m. NBCSN
American Flat Track – Meadowlands 2018 2 a.m. NBCSN

 

SUNDAY, APRIL 12 – SUNDAY FUNDAY

Above all else, racing is fun – and that’s what the final day of Racing Week in America is about. “Sunday Funday” has the incredible 2019 NASCAR Cup Series Playoff race from Talladega (won by Ryan Blaney over Ryan Newman by .007 of a second), as well as INDYCAR’s Texas thriller from 2016, where four drivers – Graham Rahal, James Hinchcliffe, Tony Kanaan and Simon Pagenaud – went wheel-to-wheel in a pulse-pounding dash to the checkered flag.

EVENT TIME (ET) NETWORK
NASCAR – Talladega Superspeedway 2019 10:30 p.m. NBCSN
INDYCAR – Texas Motor Speedway 2016 12:30 a.m. NBCSN
Racing Roots – Kyle Larson 2:30 a.m. NBCSN

NBC eSports Short Track iRacing Challenge to debut Monday

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Reigning Cup champion Kyle Busch, three-time Daytona 500 winner Denny Hamlin and NASCAR on NBC analyst Dale Earnhardt Jr. are among the headliners in the NASCAR America presents the NBC eSports Short Track Challenge.

The week-long event begins at 7 p.m. ET on Monday on NBCSN.

From Monday-Wednesday, six different drivers will compete in two timed races in Cup Series cars at an iconic track at 7 p.m. ET on NBCSN. The top two finishers from each night will advance to the championship race at the virtual Martinsville Speedway on NBCSN.

Monday night’s races will be at a virtual Rockingham Speedway

Tuesday night’s races will be at a virtual Lucas Oil Raceway in Indianapolis.

Wednesday night’s races will be at a virtual Myrtle Beach Speedway.

Thursday night’s championship race will be at a virtual Martinsville Speedway.

Here is the driver lineup for each night:

Monday at Rockingham Speedway: Kyle Busch, William Byron, Austin Dillon, Parker Kligerman, Tyler Reddick and Bubba Wallace.

Tuesday at Lucas Oil Raceway: Justin Allgaier, Christopher Bell, Chase Briscoe, Harrison Burton, Denny Hamlin and Kyle Larson.

Wednesday at Myrtle Beach Speedway: Landon Cassill, Matt DiBenedetto, Dale Earnhardt Jr., Timmy Hill, Ryan Preece and Myatt Snider.

“We’re proud to continue our successful collaboration with iRacing and NASCAR, which began last year, to produce the NBC eSports Short Track iRacing Challenge,” said Jeff Behnke, vice president, production, NASCAR on NBC and NBCSN. “Thanks to all the drivers from the NASCAR Cup and Xfinity Series for joining in what should be four consecutive nights of entertainment and fun for all the great race fans and viewers.”

“Of all of the events we’ve been putting together for real-world pros, the NBC eSports Short Track iRacing Challenge should be one of the most fun,” said Steve Myers, iRacing executive producer. “So many of the top drivers in NASCAR have honed their skills on both local short tracks and iRacing, and combining the two for a virtual week-long showdown should deliver plenty of excitement. We can’t wait to see who takes the checkered flag and bragging rights!”

This marks the latest collaboration between NBC Sports and iRacing, which began in 2019 when NBC Sports telecast the first-ever eNASCAR live event on television. NBC Sports and iRacing teamed up to present the 2019 eNASCAR PEAK Antifreeze iRacing Championship in a two-hour event live on NBCSN last October. Earlier this year, it was announced that six races of the 2020 eNASCAR Coca-Cola iRacing Series Playoffs will air live on NBCSN later this fall.

NBC Sports NASCAR commentators Rick Allen and Steve Letarte will call the action, including interviews with drivers during the races. Jeff Burton and Marty Snider will host the NBC eSports Short Track iRacing Challenge via Zoom.

April 2 in NASCAR history: Dale Jr. gets first Cup win in Texas

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One day late in matching his father’s own achievement 21 years earlier, Dale Earnhardt Jr. began etching his name in the history of the Cup Series on April 2, 2000 with his first career win.

The victory came at Texas Motor Speedway, the same track the third-generation driver earned his first Xfinity Series win at two years earlier.

Earnhardt led 106 of 334 laps and beat Jeff Burton to score the victory in just his 12th career start, four races sooner than his father’s first win in 1979. The victory also was the first for Dale Earnhardt Inc. in the Cup Series.

“I’ll tell you what, that was the hardest race I’ve ever drove,” Earnhardt told CBS in Victory Lane. “Had the flu all day long, all week long, felt pretty good. Once the race started, we had a good race car and I was pretty happy.”

Earnhardt’s victory was the last time a Cup Series driver earned their first career win at Texas Motor Speedway.

Also on this date:

1967: Driving for the Wood Brothers, Cale Yarborough led 301 of 334 laps at Atlanta to earn his second Cup win and his first on a speedway.

1978: Darrell Waltrip beat John Utsman (relief driver for Benny Parsons) by one lap to earn his first of a record 12 career Cup wins at Bristol Motor Speedway.

1989: Harry Gant ended a 90-race winless streak with a dominant win at Darlington. He led 171 of the last 180 laps to beat Davey Allison and Geoff Bodine. The race was plagued by a 19-lap caution at one point in order to correct a scoring error that gave Gant a one-lap lead on the field.

1995: Jeff Gordon earns his first of four consecutive wins in the Food City 500 at Bristol. It was his third win in the first six races of the season, as Gordon would go on to claim his first Cup Series championship.

Kevin Harvick, Tony Kanaan discuss IndyCar-NASCAR doubleheader

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Over a 22-year IndyCar career featuring its share of adversity, Tony Kanaan has learned to embrace trying to find the positives in a negative situation.

He believes NASCAR and IndyCar will find a tiny silver lining from the novel coronavirus pandemic. The series will race on the same day at Indianapolis Motor Speedway’s road course in a July 4 doubleheader, which he believes sends a message of unity he’d like to see from the world during this dark period.

“It’s time to send that message (of unity),” Kanaan told “Happy Hours” hosts Kevin Harvick and Matt Yocum in a Wednesday afternoon interview on SiriusXM’s NASCAR Channel. “If we don’t come out of this situation as better people, globally, in every way, shape or form … it’s just being kind to people. Hopefully, we’ll be sending the right messages, doing radio shows together, doing live on Instagram together, doing races together.”

Click here to read the entire story on NBCSports.com’s MotorSportsTalk page.