NASCAR PARTNERSHIP MARKETING
In 2023, the NASCAR Partnership Marketing team built another year of strong activation in collaboration with our partners and with the support of internal business units. Focused on maximizing partner business goals and contributing to NASCAR’s strategic objectives, activations ranged from in-market event promotion to 360 integrated marketing campaigns and much more.
WELCOME
2023 SEASON IN REVIEW
In 2023, we further scaled up our partner-facing hospitality offerings by expanding and providing marquee hospitality options paired with tentpole events. NASCAR PM hosted key partner contacts at the Daytona 500, COTA, The Chicago Street Race, Coke Zero Sugar 400, and Championship Weekend. We extended our Fuel for Hospitality customer hosting program to 4 markets, focusing on the playoffs, with activations in Michigan, Texas, Talladega, and the Charlotte ROVAL.
Secured key renewals central to our racing operations with AMR, Prevost & Safety Kleen
SUCCESSFULLY EXECUTED THE FIRST YEAR OF THE NEW CRAFTSMAN TRUCK SERIES ENTITLEMENT
Business Highlights
MARQUEE SEASON ACTIVATIONS
SOCIAL & DIGITAL ACTIVATIONS
BROADCAST & DIGITAL VIDEOS
NOTABLE NASCAR ACTIVATIONS
COMMUNITY ACTIVATIONS
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2023 partner activations
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PARTNER RACE ENTITLEMENTS
2023 official partners
NASCAR PARTNERSHIP MARKETING • 2023 SEASON IN REVIEW
On-boarded several high profile new partners in cabo wabo tequila, Powerball, and rtic Coolers
The NASCAR Fuel for Business platform continues to evolve to create business enrichment and collaboration between partners. This year’s program drew partners closer to many NASCAR business objectives, including data strategy, event experience, gaming, and NASCAR IMPACT. Created to foster environments for both sales and marketing discussions, the program continues to see wins. FOX Sports Marketing and Goodyear began a relationship through NFFB that has resulted in a co-promotion around the Goodyear 400 and increased media investment from Goodyear. Mobil 1 has taken the insights from NFFB and is refining its gaming strategy.
As the green flag waved on NASCAR’s monumental diamond anniversary, the 75th year of the sport marked an opportunity for partners to celebrate the milestone, recognize their own history in the sport, and collectively look forward to the next 75 years of NASCAR racing.
NASCAR 75TH ANNIVERSARY
BUSCH LIGHT In partnership with their Florida wholesaler, Anheuser-Busch created limited edition Daytona 500 Busch Light cans to celebrate NASCAR’s 75th anniversary. The can design gave a nod to NASCAR and Busch’s shared history while creating a special keepsake for fans. These specialty cans were available at retail, grocery, big box, and convenience stores throughout Florida.
UP NEXT See how our partners activated around the Busch Light Clash
CHEVROLET From trackside displays throughout the season to the streets of Nashville during Champion’s Week, Chevrolet supported the milestone season with custom Camaro ZL1s, show cars and pace car wraps in 2023.
COCA-COLA As NASCAR celebrated its 75th anniversary, Coca-Cola celebrated their 25th anniversary of the Coca-Cola Racing Family. Throughout the season, on social media, Coca-Cola highlighted past CCRF members, such as Kyle Petty, Dale Jarrett, Jeff Burton, and Bobby Labonte, to discuss the shared history and highlight the current family members as the next generation of sport and brand leaders.
FORD Ford celebrated NASCAR 75th by creating a custom joint lock-up featuring the NASCAR 75th logo displayed prominently on the Mustang GT pace cars during the 2023 season.
ALLY In partnership with Dale Jr., Ally created a TV spot showcasing key moments from the past 75 years of NASCAR. The spot highlighted "breakthrough" moments to promote the 2023 season, the first year of their NASCAR Official Partnership, and Alex Bowan partnership.
GEICO In 2023, GEICO celebrated NASCAR 75th by launching a new brand platform, NASCAR Legends, presented by GEICO. The platform tapped into the past 75 years of the sport and highlighted key figures, storylines, and moments.
GOODYEAR Goodyear, NASCAR’s longest partner, also had a milestone season in 2023. Celebrating their 125th anniversary, Goodyear commemorated the shared moment with several activations at the Goodyear 400, including a custom race tire sidewall, the “Legends Display” featuring artifacts and meet and greets with NASCAR Legends, and commemorative rally towels for fans. Goodyear also used these special moments to work on two consumer sweepstakes themed around the milestones/entitlements, one in partnership with FOX and one with NASCAR, the latter resulting in over 19,000 leads for Goodyear.
SUNOCO In 2023, Sunoco celebrated its 20th season as NASCAR's official fuel provider. To commemorate this landmark achievement, they gifted custom posters to race fans at the Sunoco injector during the Daytona 500 weekend. Additionally, they used a special commemorative logo in select areas, including their social media and eNASCAR presence, to honor the occasion.
CRAFTSMAN In their first year back as a series partner, Craftsman wanted the series to play a role in the 75th Anniversary marketing campaign. During Darlington Throwback weekend, all Truck Series teams participated with iconic throwback paint schemes to show appreciation for the sport’s history and future.
TOYOTA Toyota wrapped a new 2024 Camry XSE with bold 75th Anniversary marks as it was launched and displayed at Nashville Champions Week.
WHELEN NASCAR's oldest touring series celebrated the 75th anniversary of the sanctioning body in a big way in 2023. Series sponsor Whelen Engineering stepped up and created a new "Lap 75 Award," with $7,500 going to the driver who led the most lap 75s throughout the year. During the season, NASCAR, in partnership with Whelen, hosted special events (barbecues, lunches, etc.) to give back to drivers, team owners, and crews.
THANK YOU, FANS In a five-week marketing campaign, Thank You, Fans brought to you by the Premier Partners welcomed Tracks, Drivers, and the entire league to express their gratitude for the fans who helped make the sport successful over the past 75 years and into the future.
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BUSCH LIGHT CLASH
UP NEXT See how our partners activated around the Chicago Street Race
BUSCH LIGHT Busch Light has supported the Clash as the entitlement partner since returning as an Official Partner in 2018, first in Daytona and since its move to Los Angeles. In addition to entitlement assets – using things like tickets to host key customers, in 2023, Busch Light leaned into this event with custom retail activation in the greater LA county area, a social campaign driving ticket sales and tune-in, and in-market general advertising. Busch Light activated on-site with their mobile bar unit, giving fans a true Busch Light branded beer experience.
DOORDASH DoorDash activated at the Busch Light Clash for the 2nd year with prominent on-track signage, display space, and suite hosting. In their display space, DoorDash hosted a King Taco food truck serving bites to fans paired with gaming SIMs in conjunction with a Bubba Wallace fan meet & greet. As a Business-to-Business objective, they hosted the owners of King Taco in their suite as part of a larger integration with the DoorDash brand.
ALLY Ally launched its NASCAR Official Partnership during the 2023 Busch Light Clash weekend. Already a multi-track NASCAR Partner, Ally leveraged the Buch Light Clash weekend to garner media attention around their partnership announcement, plus celebrated the expanded partnership with a fan-facing pre-race party.
The Busch Light Clash at the LA Coliseum returned to Los Angeles for its second year following a triumphant debut. Thanks to our partners, the buzz around the event extended beyond the racetrack, contributing to the growing popularity of the temporary LA track among fans. Our partners helped elevate the Busch Light Clash experience through community engagement initiatives, exclusive customer hosting opportunities, and unique sponsorship/brand integrations to deliver mutually beneficial results.
NASCAR INNOVATION SUMMIT The NASCAR Innovation Summit returned to the Busch Light Clash to serve as an executive thought leadership summit that explored the intersection of innovation, technology and sports across programming and networking. Over 80 guests attended, representing 30 brands in the room. Attendees were also offered premium hospitality space within the historic peristyles at the LA Memorial Coliseum that included food and beverage, forefront viewing of pre-race ceremonies and race concerts, and comfortable seating options to catch the race action.
The Chicago Street race represented a monumental new event for NASCAR partners to embrace. Across the event weekend, NASCAR and our partners created community engagement programs, high-end customer hosting opportunities, and event sponsorship integrations that paired the event with partner brands.
CHICAGO STREET RACE
UP NEXT See how our partners activated around Championship Weekend
OEM JOINT OWNERSHIP The Chicago Street Race represented a historic moment for our OEM Partners. For the first time, each of the three manufacturers had a vehicle to pace the race. Through careful collaboration, Chevrolet, Ford, and Toyota each had their moment to shine as the NASCAR circuit took the streets of Chicago for the first time. Each OEM also used the opportunity to showcase their products to new fans attending the race through display activation and hosting key regional dealer groups.
TOYOTA Creating memorable and engaging photo opportunities, the Hashtag Hauler was brought to high-profile areas to create new buzz among fans with the most Instagramable moment in the midway. The Hashtag Hauler tied local community elements and culture together to build excitement for the upcoming race.
BUBBA'S BLOCK PARTY In partnership with Bubba Wallace, Xfinity, and 23XI, NASCAR rolled out “Bubba's Block Party” for the Chicago Street Race weekend. Aimed at engaging the Chicago community, the event created buzz and excitement for the event with an evening of fun, concerts, and food at the DuSable Black History Museum and Education Center. Partner integration included Xfinity, McDonald's, Blue Cross Blue Shield, & Universal Technical Institute.
MOBIL 1 The first-ever Chicago Street Race Weekend featured full-length concerts by The Chainsmokers and Miranda Lambert. As the 20-year partnership between Mobil 1 and NASCAR continues to flourish, the concert stage was another way to create memorable moments with fans and engage with the community.
AWS The Chicago Street Course debuted in July, and what better way to show off the streets of Chicago than through the lens of the drivers and 60 video feed angles brought by Amazon Web Services? Through collaboration with the NASCAR Tracks app, AWS was able to help stream all of the different angles on the 2.2 mile course and allow all of the app users a unique viewing experience.
NASCAR NIGHT eSPORTS iRacing and Coca-Cola continue to elevate the eSports sphere by creating exciting in-person events surrounding large tent pole races. Together, they brought simulators and drivers to the Navy Pier in Chicago for a night of competition and awareness.
CRAFTSMAN Craftsman participated in a tailgate party at the Chicago Street Race to fundraise for Racing for A Miracle at Ace Hardware Headquarters. The event included 10 Miracle Children, #20 Driver Christopher Bell, and a custom paint scheme highlighting all of the kids' artwork.
SUNOCO Sunoco collaborated with Throtl to refurbish a classic car fueled by Sunoco Ultra 94. The car embarked on a road trip that finished at the Chicago Street Course weekend and was showcased in the activation area. In addition, they created and distributed specialty t-shirts to promote the Ultra 94 product.
As NASCAR 75 came to a close and new champions were crowned, partners rallied around the end of the season moment to create in-market and at-track activation to finish the season on a high note.
PHOENIX CHAMPIONSHIP
UP NEXT Explore all the Community Activations
TOYOTA The Trophy Tundra showcasing the Bill France Cup traveled around The Valley for NASCAR Ticket Stops. Leading up to Championship Weekend, the Tundra appeared at 10 dealer locations for ticket giveaways with a local radio DJ from 95.5 The Mountain.
CHEVROLET To cap off a historic season on and off the track, Chevrolet brought the Garage56 Le Mans Prototype Camaro ZL1 to Phoenix for fans to interact with and take pictures of the iconic car.
WORLDWIDE EXPRESS Worldwide Express hosted Media Day at the Championship Race Series in Phoenix, AZ. The event furthered WWEX's goal of reinforcing its partnership with NASCAR as a logistics company helping drive the sport forward. Additionally, the event partnered with the Phoenix Children's Hospital and Basket of Hope to bring packages to patients packed by the Championship 4 Drivers and shipped via WWEX Carriers.
FORD Following the reveal of their 2024 NCS Dark Horse Mustang via social media, Ford brought the new race car to Phoenix Raceway and hosted a media gathering at their midway display. This allowed Ford drivers and representatives to discuss the car's new design and the media to get an up close look at the Dark Horse.
SEATGEEK As a presenting sponsor of the Sportico C-Suite Retreat, SeatGeek helped bring various C-Level Executives to Phoenix to hear from panels and other industry leaders. The event included access to the Championship race, a VIP at-track experience, and executive content.
BUSCH LIGHT 4Ever was one of the season's major themes as #4 Driver Kevin Harvick announced his retirement. Phoenix Championship marked Harvick's final race, and Busch Light used the opportunity to highlight his impact on the sport with a Harvick themed paint scheme and memory printed helmet. Additionally, Kevin Harvick has won the most races of all time at the Phoenix Raceway (9), so highlighting his success and impact was perfectly placed. Busch Light has worked with Harvick since 2016, so it truly is the end of an era.
COCA-COLA x UTI Swire Coca-Cola worked with Universal Technical Institute to host 40 students from the local UTI Phoenix campus for an all-inclusive race day experience at Phoenix Raceway. Students had an opportunity to participate in pace car rides, speak with NASCAR Competition executives, and get a tour of the Phoenix Raceway garage.
uti Partnership Marketing worked with the West region to develop a special discount ticket program for Universal Technical Institute students and staff. The program, which offered special ticket rates for support events during Phoenix Raceway's Championship Weekend, sold over 100 units. The NASCAR team plans to build additional programs at more NASCAR properties in 2024.
During the 2023 season, NASCAR partners came together to celebrate, enhance, and improve the communities in which race fans live, work, and play. Through various initiatives ranging from the DE&I space to philanthropic endeavors, NASCAR partners gave back to the community throughout the season.
UP NEXT Explore our Partners' social and digital activations
MY FIRST RACE DE&I represents a tentpole of their NASCAR Partnership, and throughout the 2023 season, NASCAR and Ally partnered together on several collaborative efforts. Ally’s efforts in NASCAR include the "My First Race" experience for Hispanic Unity, a pride merch line, a Nashville Bike Build in partnership with TNF, ERG collaborations for a Pride Fashion Show and the CLT Pride Parade, and the Fueling Futures event to showcase NASCAR careers to high school students.
Moguls in the Making Ally and NASCAR teamed up with the Thurgood Marshall College Fund to create this entrepreneurial competition to foster opportunities for young leaders from our nation’s publicly and privately supported Historically Black Colleges and Universities (HBCUs).
DIVERSITY COMBINE Advance Auto Parts sponsored the NASCAR Drive for Diversity Driver Combine, an initiative that aims to identify and develop talented drivers from diverse backgrounds. The combine was held first in Charlotte and then at Florence Speedway in South Carolina, where drivers participated in a series of on-track and off-track evaluations. The event attracted a diverse pool of talented drivers who were evaluated based on their driving skills, physical fitness, and media aptitude. Advance Auto Parts' event sponsorship underscores their commitment to promoting diversity and inclusivity in motorsports and their support for emerging talent in the sport. This is important to Advance Auto Parts because it combines the importance of diversity and inclusion in motorsports along with their passion and support for local, grassroots racing across the country.
ALLY: MY FIRST RACE DE&I represents a tentpole of their NASCAR Partnership. Throughout the 2023 season, NASCAR and Ally partnered together on several collaborative efforts that include the "My First Race" experience for Hispanic Unity, a Nashville Bike Build in partnership with TNF, and the Fueling Futures event to showcase NASCAR careers to high school students.
ALLY: MOGULS IN THE MAKING Ally teamed up with the Thurgood Marshall College Fund to create this entrepreneurial competition to foster opportunities for young leaders from our nation’s publicly and privately supported Historically Black Colleges and Universities (HBCUs). For the 2nd year in a row, NASCAR served a mentorship role in the program, offering industry expertise for students participating in Motorsports-focused case studies.
ADVANCE AUTO PARTS: DIVERSITY COMBINE Advance Auto Parts sponsored the NASCAR Drive for Diversity Driver Combine, an initiative to identify and develop talented drivers from diverse backgrounds. The combine was held first in Charlotte and then at Florence Speedway in South Carolina, where drivers participated in a series of on-track and off-track evaluations. The event attracted a diverse pool of talented drivers evaluated based on their driving skills, physical fitness, and media aptitude. Advance Auto Parts' event sponsorship underscores their commitment to promoting diversity and inclusivity in motorsports and their support for emerging talent in the sport. This is important to Advance Auto Parts because it combines the importance of diversity and inclusion in motorsports with their passion and support for local, grassroots racing across the country.
CHEVROLET: MAKING STRIDES AGAINST BREAST CANCER Throughout the month of October, NASCAR partnered with Chevrolet to elevate and expand the Making Strides Against Breast Cancer program to include Talladega Superspeedway, Homestead-Miami Speedway, and new for 2023, Martinsville Speedway. In addition to hosting breast cancer survivors and thrivers, coordinating garage tours and driver meet-and-greets, and pacing the pink Chevy Camaro ZL1s, additional touchpoints were developed for the 2023 program. These included digital and social amplification of the pink pace car, a press release to the industry on MSABC, signage placements at all three properties, and video recaps of each group of guests at each property.
COCA-COLA: DANIEL'S AMIGOS NASCAR and Coca-Cola activated Daniel’s Amigos in three new race markets during 2023 – Atlanta, Charlotte, and Homestead-Miami. In collaboration with Coca-Cola and their regional bottling partners, NASCAR invited 300-400 Hispanic and Latino residents within these communities for a day of fun and racing with Daniel Suárez, including one unique activation at Trackhouse Racing.
TOYOTA: MOBILITY PIT BOX Born from Toyota’s mission of Mobility for All and to demonstrate that we’re all part of something greater, the NASCAR Mobility Pit Box debuted in 2023. Available to all official partners in the sport, the NASCAR Mobility Pit Box is designed to provide a VIP hosting opportunity for mobility-impaired guests to experience the thrill, sights, and sounds of the sport from atop a NASCAR Pit Box on pit road during a race.
XFINITY: BUBBA'S BLOCK PARTY In partnership with Bubba Wallace, Xfinity, and 23XI, NASCAR rolled out “Bubba's Block Party” for the Chicago Street Race weekend. Aimed at engaging the Chicago community, the event created buzz and excitement for the race with an evening of fun, concerts, and food at the DuSable Black History Museum and Education Center. Partner integration included Xfinity, McDonald's, Blue Cross Blue Shield, & Universal Technical Institute.
TOYOTA: UNITED BY OPPORTUNITY Toyota has created a platform for young aspiring photographers from various HBCU schools to shoot content at six race footprints throughout the season. This program also generates content for drivers that can be shared on Toyota Racing or Driver-specific social channels, creating more overall awareness and promotional opportunities. This program for Toyota highlights its goals of reaching new fans and building more cultural relevance in the motorsport racing space. With the United By Opportunity program, they strengthen that mission while also creating memorable race experiences for new fans.
ALLY: PRIDE PARADE One of Ally's focus areas in the NASCAR partnership is engaging the LGBTQ community. Ally and NASCAR partnered on several efforts in this space, including a merch collab as a part of NASCAR's Pride line, integration of Ally ERG members in NASCAR's PRIDE+ Fashion show, and a joint activation during the 2023 Charlotte Pride Parade.
Throughout the 2023 season, NASCAR partners embraced digital channels to engage fans in many different online channels. From tried and true digital ad placements to engagement in social media to new frontiers in the metaverse, NASCAR partners made sure they were front and center with fans.
UP NEXT Explore our Partners' commercials from 2023
MACK trucks For the 4th consecutive year, Mack Trucks hosted a fan vote during NASCAR Salutes to decide the wrap Anthem Model during the campaign. Fans could vote for their favorite wrap online and then see it debut during the Memorial Weekend Race. Engagement continued to be strong, with over 655K impressions and 19K engagements from fans.
ALLY Koker's Garage was an online platform where fans could design their ideal car for #48 Alex Bowman. Designs were submitted into a sweepstakes where fans voted on X (formerly Twitter) for a chance to watch the race at Homestead-Miami Speedway and have Bowman race in their paint scheme.
chevrolet Chevy Driver Chase Elliot took the wheel of a Colorado ZR2 Truck to learn about the power, functionality, and technologies that Chevy brings off the track to everyday drivers. Over the last several months, Chevy has published various edits of this content to their primary Chevrolet brand social media pages, amassing thousands of views while building awareness for its drivers.
FORD Ford utilized NASCAR social channels to help launch the 2024 Ford Mustang Dark Horse with photo and video content as they utilized Daytona International Speedway to provide an iconic NASCAR backdrop.
CABO WABO TEQUILA During Cabo's first season partnering with NASCAR, NDM played a considerable role in promoting the tequila brand. Through NASCAR social platforms, we highlighted Cabo's Drink Responsibly campaign, the Cabo Wabo 250 NXS race entitlement ran at MIS with the help of Barstool Sports, along with delicious fan favorite "Smokeshow" margarita. These campaigns included multiple homepage roadblocks, race center, ROS / RON displays, and social drive.
ADVANCE AUTO PARTS A priority for 2023 for Advance was to turn their company name into a verb. The NASCAR.com weekly editorial 'Advance to Victory Lane’ was born to celebrate those who won races, how they did it, and the storylines those wins created.
POWERBALL In their first year of NASCAR Partnership, Powerball invested in a sizeable NDM campaign that centered on always on awareness from May through November, culminating with the announcement of the million-dollar winner during NASCAR Championship weekend. The assets included homepage roadblocks, social drive, custom editorials, inclusion in the Stacking Pennies podcast, ROS assets, and more.
ALLY In 2023, Ally had several significant NDM campaigns focusing primarily on the second half of the NASCAR season, from amplifying the Ally 400 Nashville Superspeedway entitlement in late June through NASCAR’s Championship Weekend in Phoenix in early November. Ally’s assets included Up to Speed, NASCAR Drive, Homepage Roadblock, Race Center, and Paint Scheme Amplification.
NASCAR Partners continue to leverage the power of broadcast to communicate important corporate and NASCAR partnership objective messages. We see those messages extending from linear to digital, with partners experimenting with messages across mediums. Additionally, the Partnership Marketing team invested with our Broadcast Partners this year to help support key initiatives.
UP NEXT Explore our Partners' notable activations from this past year
TOYOTA Toyota celebrated its female athletes by creating a TV spot that showed all the potential pathways a young girl could take by emulating her heroes. Toyota used its relationships in and out of motorsports to showcase its investments in women’s sports.
LEIDOS The new partnership with Leidos incorporates media buzz and a national ad campaign that celebrates the innovation and uniqueness of a Luna Terrain Vehicle. The advertisement demonstrates the continued evolution within the sport of NASCAR and is a homage to the 75th anniversary of the sport.
CHEVROLET Chevrolet worked with NASCAR to leverage league-owned tracks as commercial sets for new brand marketing content. In February, Chevy filmed a special Blazer EV commercial at Daytona International Speedway with Trackhouse Racing drivers Ross Chastain and Daniel Suarez.
GOODYEAR As an extension of Goodyear’s support of the NASCAR 75th anniversary, Goodyear incorporated key partnership milestone moments in their national TV spot, reinforcing our shared history.
CRAFTSMAN To augment their Truck Series entitlement position, Craftsman created a retail-centric TV spot program to air during commercial breaks on FS1. Using a concept called “Deal of the Race,” Craftsman leverages NCTS drivers and a dedicated retail-driving CTA focusing on specific products/retailers with a QR code for easy conversion.
THANK YOU, FANS The 5-week campaign included a national promotion targeted to newer, casual fans – offering them a once-in-a-lifetime VIP experience. Weekly at-track unique fan stories were captured – from a first-time fan in Atlanta to the fan who traveled halfway around the world attending New Hampshire. The goal was to showcase the wide array of fanhood, and how NASCAR is a place for all.
FORD FALL PROMO As part of their annual Playoff promotion, Ford leveraged their NASCAR drivers to create snackable, digital video that featured the grand prize Mustang GT in action at Michigan and Darlington. This video content was used in a paid social campaign on Facebook to drive entries into the sweepstakes.
BUSCH Light Busch Light paid tribute to Kevin Harvick with a spectacular farewell, celebrating the racing legend's remarkable 22-year career. The "4everachampion" spot highlighted Harvick's numerous racing achievements, emphasizing his renowned reputation as "the closer." This gesture was just one of the many expressions of appreciation from Busch Light during Harvick's final season.
mobil 1 Mobil 1 teamed up with NASCAR Studios for an exclusive new series highlighting some of the more unique stories in the sport, from current and soon-to-be NASCAR Hall of Famers to overseas superstars and more. A racer’s journey is never truly complete, with every step along the path a key landmark in shaping them into the driver they’ll come to be. Like every lap, every journey looks different. Some chapters are coming to a close, while other stories are still being written.
NASCAR Partners lean into the 10-month marketing season of the sport and ultimately generate hundreds of activations throughout a season, rooted in growing fan interest alongside partnership interest. Enclosed are a few highlights of notable activation.
UP NEXT See our Partners support through race entitlements
NASCAR LEGENDS FOR Geico To embrace NASCAR’s 75th anniversary and better align its flagship brand platform with its partnership assets, GEICO took the opportunity to shift its season phase ownership from the first four races after the Daytona 500 to the month of April. Starting with the Toyota Owners 400 at Richmond Raceway and concluding with the GEICO 500 at Talladega, the refreshed brand platform celebrated the legends of NASCAR and storytelling efforts to uncover pivotal moments known and unknown to fans. The campaign was anchored by custom video content and at-track activation, including an immersive, interactive at-track display, platform signage, social amplification, a national brand campaign, and fan engagement efforts.
NASCAR SALUTES for coca cola As NASCAR has done with Coca-Cola for nearly a decade, the NASCAR community once again came together to honor and recognize the United States Armed Forces during Military Appreciation Month in May. In addition to amplifying military stories through NASCAR.com/Salutes, NASCAR continued to host the Gold Star Family Lunch at the Coca-Cola 600, as well as several more community initiatives to show appreciation for the sacrifices made by military members and their families.
XFINITY: PLAYOFFS ELIMINATION PLATFORM Xfinity once again teamed up with NASCAR to capitalize on the excitement and anticipation of the Playoff elimination races. Through thoughtful pre-race storytelling, branding around key content, and prominent signage at the track on the start-finish line, Xfinity was front and center during the heat of the Playoff battle and the fender banging action of the Playoff elimination races at Bristol, Charlotte, and Martinsville.
PREMIERS / THANK YOU FANS NASCAR and the four premier partners collaborated to create a campaign that celebrates our fans' passion for NASCAR by thanking them for their love and support over the last 75 years and recognizing them for their role in building our future. Through an integrated, multi-channel approach, the campaign reached avid fans + priority fan segments and allowed fans to engage at home or at the track. Through custom content chronicling the fan journey, a national brand campaign, paid media amplification, integrated sweepstakes, and dedicated fan recognition efforts at track, NASCAR and Anheuser-Busch, Coca-Cola, GEICO, and Xfinity put the fans first and front and center during the summer months.
VERIZON For the second consecutive season, Verizon partnered with Homestead-Miami Speedway to host a ceremonial first lap in honor of first responders. The first lap featured several state and local public safety agency representatives participating in a pre-race lap. Verizon also dedicated moments during stage breaks for fans to show appreciation and wave their “First Lap for First Responders” flags.
BUSCH Light Continuing to highlight Kevin Harvick's retirement, Busch Light embarked on creating the quickest wedding ceremony of all time – the time it takes for Harvick to take a pit stop at Las Vegas Motor Speedway on Sunday, October 15th. The uniqueness of this activation highlights the importance of impacting their brand and partnership with NASCAR.
MECHANIX WEAR To mark the return to the historic North Wilkesboro Speedway, Mechanix Wear helped bring back the All-Star race staple, the All-Star Pit Crew Challenge. The event, staged on Saturday before the heat races, allowed pit crew members to compete against each other and showcase their skill and athleticism, with the #54 crew taking home the pit gun trophy. Mechanix Wear supported the event through a spend with FOX and integration into NASCAR.COM and NASCAR social channels.
LEIDOS Leidos and NASCAR entered into a partnership in 2023 centered around technology and knowledge sharing around Leidos’s potential moon rover project. To highlight this partnership and innovative initiative, Leidos and NASCAR Studios created custom video content that highlighted the space exploration journey contrasting with the technological automotive leaps within the sport of NASCAR. The campaign was executed on “Moon Day” with a carefully executed digital media and social content plan that featured the produced video assets on NASCAR’s social channels and NASCAR.COM.
UNIFIRST NASCAR and Unifirst entered a partnership during the 2023 season whereby the uniform provider now services most NASCAR-owned facilities (minus Kansas). This key partnership helps solve a sizable logistical need for our tracks. Unifirst leverages its NASCAR partnership to focus on hospitality and hosting key customers, clients, and partners at NASCAR tracks.
CRAFTSMAN To augment their Truck Series entitlement position, Craftsman created a retail-centric TV spot program to air during commercial breaks on FS1. Using a concept called “Deal of the Race,” Craftsman leverages NCTS drivers and a dedicated retail-driving CTA focusing on specific products/retailers such as Lowes Home Improvement and ACE Hardware with a QR code for easy scanning. This helped drive 70,000 incremental unit sales for Craftsman over the 2023 season.
RTIC The Talladega infield is one of the most unique and memorable places within NASCAR. To celebrate NASCAR’s diehard fans who camp out along the Boulevard, RTIC partnered with Talladega to sponsor the “Buckin’ Dega” rodeo. Using this platform, they created memorable brand engagements during the Yellawood 500 weekend. This included a partnership with the professional bull-riding team, the Texas Rattlers, that drove co-promotion opportunities and a physical footprint for fans to sample and interact with RTIC products.
UTI To cap off the 20th anniversary of the NASCAR partnership celebration, Universal Technical Institute hosted 'Motorsports Day' at the NASCAR Tech Mooresville North Carolina campus in May. The school hosted hundreds of students who are currently enrolled in the NASCAR curriculum, the only NASCAR-endorsed training in the country. Students had an opportunity to learn about potential paths in motorsports, network with key industry leaders, and take pictures with show cars from various motorsports disciplines.
iRACING The D-Box Activation allowed fans to sit within a 4D simulator and experience what driving in a car would feel like on the specific track. This activation was set up at the Coke Zero Sugar 400 in Daytona and again at the Phoenix Championship Race.
DANSONS Dansons leaned into its NASCAR Partnership by highlighting their Pit Boss Grills in the display area at multiple NASCAR track properties. Pit Boss Grills brand ambassadors interacted with fans, resulting in product awareness and purchases on-site.
POWERBALL In front of a sold-out crowd at Phoenix Raceway, Powerball held a live drawing to declare the $1 million winner and champion of the NASCAR Powerball Playoff. Broadcast live on NBC during the final hour leading up to the 2023 NASCAR Cup Series Championship Race, the $1 million drawing in Victory Lane served as the grand finale of the national Powerball promotion born from its new partnership with NASCAR.
NASCAR Partners, Official and Multi-Track, are the largest group supporter of race entitlements across the ecosystem. Believing in the power of a national asset that drives regional engagement, the PM team continues to push the opportunity for success with race entitlement partnerships.
Explore our Partners' notable activations from this past year
SONOMA RACEWAY
MEMORIAL COLISEUM
PHOENIX RACEWAY
KANSAS SPEEDWAY
MICHIGAN INTERNATIONAL SPEEDWAY
NASHVILLE SUPERSPEEDWAY
TALLADEGA SUPERSPEEDWAY
DAYTONA INTERNATIONAL SPEEDWAY
HOMESTEAD-MIAMI SPEEDWAY
RICHMOND RACEWAY
MARTINSVILLE SPEEDWAY
CHARLOTTE MOTOR SPEEDWAY
DARLINGTON RACEWAY
Indianapolis Motor Speedway
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