Dental care network Aspen Dental has entered into a multi-year partnership with North American stock car-racing series Nascar.
The agreement names the New York-based network as the official dentists of Nascar.
As part of the deal, Nascar and Aspen Dental will promote the network’s ‘Get Started’ initiative, which promotes oral health awareness.
Aspen Dental has an existing presence within Nascar, having sponsored the Stewart-Haas Racing team since 2012 and driver Danica Patrick (pictured) since 2014.
“Having the partnership with her (Patrick) and with SHR, and frankly a consistent presence at the track over time – and especially this year we'll be showing up in a bigger way than we ever have before – yes, it's helped us reach fans where they are,” Michelle Vaeth, Aspen Dental Management's vice-president of communications, said, according to Nascar.com.