NASCAR revealed the premier sponsorship partners beginning in the 2020 NASCAR Cup Series season on Thursday, Dec. 5.
The Cup Series shifts from a title sponsor series to a tiered sponsorship model in 2020, and the four cornerstone brands, called premier partners, will be Busch Beer, Coca-Cola, GEICO and Xfinity.
“In addition to the establishment of the Premier Partner positions, this significant shift will provide many strategic benefits to the industry, including greater activation opportunities for brands across the sport,” a spokesperson for NASCAR said in a release. “NASCAR’s inaugural grouping of Premier Partners will play a key role in consumer marketing and fan development initiatives moving forward.”
“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 release. “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.”
Busch Beer will have exclusive rights of each pole award – the Busch Pole Award – and will maintain exclusivity throughout its partnership. Busch will also be the sponsor of a 2020 NASCAR Cup Series race, which will be announced at a later date.
Coca-Cola will become the presenting sponsor of the Cup Series regular-season championship trophy and will also continue its sponsorship of NASCAR Troops to the Track, NASCAR Salutes, and races at Charlotte Motor Speedway and Daytona International Speedway.
GEICO will become the presenting partner of a season phase.
Xfinity will continue its role as the title sponsor of the NASCAR Xfinity Series but takes on new roles in the Cup Series, sponsoring the Championship 4 elimination race at Martinsville Speedway, the second to last race of the 2020 season.