Since its inception, NASCAR’s premiere series has had a variety of sponsors and carried their names from tobacco companies to phone companies, and energy drinks. But beginning with the 2020 racing season, what for the past few years has been known as the Monster Energy Cup Series will be simply known as the NASCAR Cup Series with a several different sponsorships or premier partners.
Busch Beer, Coca-Cola®, GEICO and Xfinity will all share in the branding of the sport including the Championship Race, the All Star Race, marketing, and fan development initiatives.
NASCAR President Steve Phelps spoke on the new partnerships saying, “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. 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.”
NASCAR Executive Vice President and chief sales and operations officer Daryl Wolfe also spoke on the new partnership saying, “this new model will provide our Premier Partners with a heightened level of integration and visibility across all aspects of our sport. 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 is the title sponsor for the Busch Pole Award and will continue to do so in the future. They will also be sponsoring one of the 36 races in the 2020 season. Busch is also one of the sponsors for the Stewart-Haas Racing number four car driven by Kevin Harvick.
Coca-Cola has been a long time sponsor in NASCAR. Coca-Cola will continue to sponsor the races in Charlotte and Daytona; as well as, the NASCAR Salutes and Troops to the Track initiatives. With the parting of Monster Energy, the Cup Series regular season championship trophy will now be sponsored by Coca-Cola.
Sponsoring a group of drivers, Coca-Cola will continue as the “official drink of NASCAR”.
During the 2019 racing season auto insurance company Geico became the “official insurance provider of NASCAR”. Additionally, Geico will become the presenting partner of a season phase.
Currently the title sponsor for one of the NASCAR racing series and the official “entertainment partner of NASCAR”, Xfinity will become the official sponsor for the elimination race at Martinsville Speedway that will reveal the Championship four.