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NASCAR Championship Weekend Shines a Light on Phoenix’s Sponsorship Scene

November 2, 2023

The NASCAR Cup Series Championship will culminate in a thrilling weekend at Phoenix Raceway on November 4–5, as the final four championship drivers vie for the ultimate prize, following a long and grueling season. As NASCAR fans gear up for the high-octane action, let’s survey the sponsorship landscape in the Arizona city.

With 11 deals each, Coca-Cola and Arizona Public Services top the list of brands with the most sponsorship deals in Phoenix. The beverage behemoth’s local partners include the Arizona Cardinals and Phoenix Rising FC, while APS has partnered with teams like the Arizona Diamondbacks and Phoenix Suns. Closely trailing in third place with nine deals is the Casino Arizona Talking Stick Resort, which sponsors the VRBO Fiesta Bowl and the Guaranteed Rate Bowl, among other properties.

Arizona Diamondbacks leads rights holders with most partnerships in the Phoenix market, at more than 100 deals. The 2023 National League champions partner with BMW, GEICO, and Topps, among other top-tier brands. The Guaranteed Rate Bowl claims the second spot with a total of 87 partnerships. Played in Arizona since 1989, the college football bowl game has deals with boldface companies like Nike, Oakley, and Maestro Dobel Tequila. With 84 endorsements, the Phoenix Suns take third place on the podium. The high-profile NBA franchise boasts the three largest deals in Phoenix by number of assets, in partnership with PayPal, Verizon, and Gila River Resorts & Casinos.

The Phoenix market racked up more than 10M engagements across all social media in the last year. TikTok star Savanah Moss—who has three deals with CeraVe, Clash of Clans, and Paramount Pictures—is the most followed property, with 13.1M across all platforms. Moss’s TikTok post with CeraVe was the market’s most engaging post, at 260K interactions.

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