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TrüNorth steps up Nascar backing

North American stock car-racing series Nascar has agreed a multi-year partnership with TrüNorth, a provider of limited liability warranties for commercial medium- and heavy-duty trucks.

TrüNorth will serve as the official commercial truck warranty of Nascar, expanding its investment in the sport.

The company currently competes in the Nascar Gander Outdoors Truck Series with Niece Motorsports and drivers Ross Chastain and Reid Wilson.

The new multi-year agreement provides TrüNorth additional promotional rights to build around its existing relationship with Niece Motorsports, driving brand awareness and business. TrüNorth will also host key customers and prospects at-track with VIP hospitality events at Nascar races throughout the year.

As part of the partnership, TrüNorth joins the Nascar Fuel for Business Council, which brings together an exclusive group of more than 50 official Nascar partners to buy and sell products and services from one another.

Jon Tuck, chief revenue officer at Nascar, said: “The combination of a team and sanctioning body partnership will effectively enhance TrüNorth’s brand awareness and help them reach new customers.”