NASCAR forgoes title sponsor for Cup series due to new sponsorship model
NASCAR's top series will go without a title sponsor, beginning in 2020, referring to itself as the NASCAR Cup Series. Because of a new sponsorship model, the top series will be without a title sponsor for the first time since 1970.
“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. “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.”
In the place of a title sponsor for 2020 are four Premier Partners – Coca-Cola, Busch Beer, Xfinity and Geico. With their classification of Premier Partners, these four companies will enjoy benefits including a presence in the championship race and the All-Star Race and being prominently featured on race broadcasts, related social-media channels and at events.
“This new model will provide our Premier Partners with a heightened level of integration and visibility across all aspects of our sport,” NASCAR Executive Vice President and Chief Sales and Operations Officer Daryl Wolfe said. “Each of these partners have demonstrated their commitment to our brand-loyal fan base, and we are excited about how these brands will elevate the NASCAR Cup Series.”
Busch Beer's primary sponsorship of Stewart-Haas Racing's #4 team, Geico's primary sponsorship of the #13 Germain Racing team and Xfinity's title sponsorship of the NASCAR Xfinity Series are not expected to be affected.
Busch will continue as the sponsor of the Pole Award and will sponsor a race next year. Coca-Cola will continue its sponsorship of races at Charlotte Motor Speedway and Daytona International Speedway. It also will sponsor the regular-season championship trophy. Xfinity will sponsor the penultimate race of the playoffs/season at Martinsville Speedway, and Geico will be a “season phase” sponsor.