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Brands Rev Up Their NASCAR Sponsorships in the Sport’s 75th Season

November 14, 2023

The 2023 NASCAR season wrapped up in thrilling fashion on November 5th at Phoenix Raceway, with Team Penske’s Ryan Blaney winning his first championship in a high-octane finish. After starting in the 15th spot, he drove a masterful race to take second place behind Ross Chastain, and just one point ahead of Kyle Larson in the final standings. Brands including Menards, Wurth Group, and Dutch Boy sponsored Blaney’s No. 12 Ford Mustang during the final race. Nearly 1,400 brands bought sponsorships or media in NASCAR teams this season—the sport’s 75th—an average of 30 deals per team.

Chevrolet team Alpha Prime Racing led NASCAR teams with 79 sponsorships—ForeverLawn, Shinewater, and Big Green Egg among them—followed by B.J. McLeod Motorsports with 77 partnerships, including RTIC Coolers, Liquid Death, and DUDE Products. Richard Childress Racing earned the third spot on the podium with 74 deals.

NASCAR Craftsman Truck Series team, Young's Motorsports, added a dazzling 32 new  brand partnerships in the 2023 season—a 356% increase from last year’s nine deals. With 30 sponsorships, Chevrolet topped the list of brands with the most deals with NASCAR teams, followed by WIX Filters at 25, and Mechanix Wear with 21.

A notable 76% of brands opted for exposure assets when sponsoring NASCAR teams this season, with the Vehicle Rear Panel outselling all others at 950, trailed by the Vehicle Front Hood with more than 630 assets sold, and the Vehicle Rear Deck/Spoiler taking third place at over 350 sold.

More than 1,000 brands bought sponsorship or media at NASCAR tracks in 2023, with World Wide Technology Raceway (WWTR) in St. Louis leading the pack with 136 partnerships. Indianapolis Motor Speedway ranked a distant second with 83 sponsorships—including high-profile linkups like Advance Auto Parts, Firestone, and GEICO—followed by Las Vegas Motor Speedway with 74 deals. GEICO partnered with the most race tracks this season, sponsoring 25 different properties, followed by Safety-Kleen and Sunoco with 24 each. RV manufacturer THOR Industries is the latest brand to join the ranks of NASCAR track sponsors, partnering with more than 10 tracks this season.

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