NASCAR

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The new title sponsor agreement between energy drink brand Monster Energy and the Nascar open wheel racing series for its top competition was described this month as a “steal” by motorsports marketing experts, after the organisation took a hit on the value of its top position.

Technology company Microsoft last month agreed a title sponsorship deal for the 21st race in Nascar’s Sprint Cup Series to cross-promote its central and team sponsorships with the organisation and the launch of its new operating system, Windows 10.

Multinational oil and gas company Shell is using motorsport as a platform to showcase its products.

Japanese carmaker Toyota has become the first Founding Partner of the Daytona International Speedway in Florida, in a deal from 2015 to 2025.

UNLIKE FORMULA ONE, the foundation of NASCAR does not lie in glamour

Nascar's commercial exodus shows no sign of stopping with Nationwide Insurance announcing it will no longer sponsor Hendrick Motorsports following the conclusion of the 2019 season.

Nascar has rejected a one-year extension offer from Nascar Cup title partner Monster Energy – paving the way for a new multi-partner, multi-tier sponsorship approach in 2020.

Nascar has suffered an exodus of corporate partners in recent years but the American stock car racing series received a timely boost today with the announcement of Geico as its 'Official Insurance Partner'

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.