NASCAR, Ally announce multi-year partnership

Ally is the main sponsor on the Hendrick Motorsports No. 48 car (Getty Images)

NASCAR and Ally Financial have announced a multi-year partnership that makes Ally Bank the official consumer bank of NASCAR and NASCAR-owned tracks.

Ally is already involved in NASCAR with a full-season relationship with Hendrick Motorsports, which includes the car sponsorship of Alex Bowman's No. 48 Chevrolet. Ally is also the title sponsor of Nashville's Ally 400 race, which runs on June 25 this season.

"The timing couldn’t be better for us to complement our wonderful relationship with Hendrick Motorsports by expanding our footprint as an official NASCAR sponsor," Ally chief marketing and public relations officer Andrea Brimmer said.

The partnership kicked off with the 'Ally Pre-Race Tailgate' at The Clash in Los Angeles and will continue throughout the season in an effort to enhance the fan experience at races. Ally also becomes the presenting sponsor of the NASCAR Drive for Diversity Awards, with the bank and league say they are aiming to work together to "increase fandom among people of color and LGBTQ+ audiences".

"Ally’s ‘Do It Right’ ethos aligns perfectly with our values, and we are confident that our partnership will bring new levels of innovation and inclusivity to the industry," NASCAR’s executive vice-president and chief revenue officer Daryl Wolfe said.

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