Beginning in 2020, NASCAR’s premier series will be known as the NASCAR Cup Series and will feature four brands as ‘Premier Partners.’ The sponsoring brands are Busch Beer, Coca-Cola, GEICO and Xfinity.
The series has historically had one title sponsor and was most recently known as the NASCAR Monster Energy Cup Series.
“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.”
The presenting sponsors will collectively own a presence connected to the NASCAR Cup Series Championship Race and NASCAR All-Star Race. Additionally, all four partners will be prominently featured in multiple platforms across the sport, including integrations in broadcast, NASCAR digital and social channels, event entitlements, in-market promotions and at-track activations.
Several of the sponsorship associations have already been announced. Busch Beer will sponsor a NASCAR Cup Series event in 2020, while Coca-Cola will be the presenting sponsor for the regular season championship, in addition to continuing sponsorship of several races throughout the season. GEICO will also sponsor a yet-to-be-announced phase of the season. Xfinity, in addition to continuing its title sponsorship of the NASCAR Xfinity Series, will sponsor the Championship 4 elimination race at Martinsville Speedway.