NASCAR signs 4 sponsors for NASCAR Cup Series in ‘monumental year’ for the sport
NASCAR announced four premier sponsors for the NASCAR Cup Series Thursday, moving away from a title sponsor model for the first time in decades.
Previously the Monster Energy NASCAR Cup Series, the sport’s premier series is partnering with Busch Beer, Coca-Cola, Geico and Xfinity in 2020.
The four “premier partners” will have a presence in the NASCAR Cup Series Championship Race and the NASCAR All-Star Race, NASCAR said in a statement.
“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,” NASCAR President Steve Phelps said 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.”
All four of the sponsoring brands have previous agreements with NASCAR, according to a NASCAR statement.
Busch Beer, the “Official Beer of NASCAR” from 1988 to 1997, returned as a NASCAR partner in 2018, according to NASCAR officials. The brand will sponsor a NASCAR Cup Series event in 2020.
Coca-Cola became a NASCAR official partner in 1998, according to the statement. It’s also the “Official Soft Drink of NASCAR.” The brand will become the presenting sponsor of the NASCAR Cup Series regular season championship trophy, according to NASCAR.
Geico became the “Official Insurance Provider of NASCAR” earlier this year, according to NASCAR’s statement.
Xfinity is the “Official Entertainment Partner of NASCAR,” and sponsors another NASCAR series, the Xfinity Series. Xfinity will sponsor the Championship 4 elimination race of the 2020 NASCAR Cup Series Playoffs at Martinsville Speedway, according to NASCAR.
The sport is celebrating its end-of-season awards in Nashville this week. The sponsorship announcement comes just ahead of Thursday night’s Monster Energy NASCAR Cup Series Awards.
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