NASCAR’s New Era


In a historic shift of events, NASCAR’s Premier Series will be called the NASCAR Cup Series in 2020. It will be the first time that the Cup Series won’t have a series title sponsor. The NASCAR Cup Series will feature four Premier Partners instead of a series title sponsor. The four series’ premier partners are Busch Beer, Coca-Cola, Geico, and Xfinity.

I think this is a great opportunity for the Cup Series. Having four premier partners will give a lot more opportunities in the sport instead of having one series sponsor. This will also give the series a lot more money coming from four premier partners instead of one series title sponsor. This big shift will provide many strategic benefits to the industry. This includes greater activation opportunities for brands across the sport. This will be NASCAR’s inaugural year of grouping of premier partners. It will play a key role in consumer marketing and fan development initiatives.

This new model includes premium assets for each premier partner. It’s to engage the most brand-loyal fans in sports throughout the entire 2020 NASCAR Cup Series season and beyond. The premier partners will own a presence with the NASCAR Cup Series Championship Race and the NASCAR All-Star Race. All four partners will be promoted in multiple types of platforms across the sport. This includes in broadcasts, digital and social channels, event titles, in-market promotions, and at-track activities. 

I think this new model will be a good opportunity for not only the NASCAR Cup Series and the whole sport. Instead of one sponsor getting all of the spotlight, now more sponsors will have the opportunity to get promoted more. This will bring more money to not only all four premier partners but to NASCAR as well. Having four premier partners could attract more fans to the sport. NASCAR really needs this because the sport is on a decline, so this could help them grow the fanbase more. 

Busch Beer returned as a sponsor in NASCAR in 2018. Busch Beer has been a NASCAR Official Partner since 2018. This deal has provided the beer brand exclusive sponsorship of the Busch Pole Award. This will continue to maintain throughout its premier partnership. Busch Beer will also sponsor a NASCAR Cup Series race in 2020. 

Coca-Cola has been a part of stock car racing for over 50 years. It became a NASCAR Official Partner in 1998. Coca-Cola will continue its sponsorship of NASCAR Troops to the Track and NASCAR Salutes. NASCAR Salutes is the portion of the season focused on highlighting the industry-wide appreciation to the U.S. Armed Forces. Coca-Cola will continue its race entitlements at Charlotte Motor Speedway and Daytona International Speedway. Coca-Cola will be the presenting sponsor of the NASCAR Cup Series regular season championship trophy.

Geico’s involvement in NASCAR has a span of over a decade. They have become the “Official Insurance Provider of NASCAR” earlier this year. Being one of the most integrated brands in the sport, Geico will enhance its existing assets with being a premier partner. They will also become the presenting partner of a season phase.

Xfinity entered NASCAR with a landmark 10-year partner agreement in 2015 as the title sponsor of the NASCAR Xfinity Series. Xfinity is also the “Official Entertainment Partner of NASCAR.” Xfinity will remain as the series sponsor for the NASCAR Xfinity Series. This is central to their NASCAR strategy. Xfinity will also sponsor the Championship 4 elimination race of the NASCAR Cup Series Playoffs at Martinsville Speedway. 


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