NASCAR agrees new league-wide sponsorship deal with Ally Financial

The new partnership will also advance diversity in racing while emphasising "unique and engaging experiences" for fans.

The American auto racing company that is best known for stock car racing, NASCAR has announced a new league-wide sponsorship deal with a bank holding company, Ally Financial. With this deal, the brand is set to serve as the official consumer bank of NASCAR and NASCAR-owned tracks.

The agreement, which comes on top of Ally’s current full-season partnership with Hendrick Motorsports, aims to increase the brand’s influence in the industry. The new partnership will also advance diversity in racing while emphasising “unique and engaging experiences” for fans.

Daryl Wolfe, NASCAR’s Executive Vice President and Chief Revenue Officer, said, “Ally is making a positive impact on our sport through their relationship with Hendrick Motorsports, and we’re thrilled to now welcome them as the official consumer bank of NASCAR. Ally’s ‘Do It Right’ ethos aligns perfectly with our values, and we are confident that our partnership will bring new levels of innovation and inclusivity to the industry.”

The firm’s primary goal this season will be to improve the spectator experience through exclusive at-track experiential events and programming, surprise & delight giveaways, and fan-centric content, starting with the “Ally Pre-Race Tailgate” at The Clash in Los Angeles.

Andrea Brimmer, Ally’s Chief Marketing and Public Relations Officer, commented, “We’ve loved every minute of the ride since becoming a sponsor of the No. 48, from seeing the growth in popularity of the sport to the increased diversity among team ownership. The timing couldn’t be better for us to complement our wonderful relationship with Hendrick Motorsports by expanding our footprint as an official NASCAR sponsor. NASCAR continues to diversify their audience and is making racing an inclusive place for all.

As the presenting sponsor of the NASCAR Drive for Diversity Awards starting in 2024, Ally also stated that it would emphasize honouring the stories, community, and work being done throughout the cultural spectrum of racing.

Furthermore, as part of the collaboration, Ally and NASCAR will regularly collaborate on projects aimed at boosting fandom among LGBTQ+ and other audiences.

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