The NASCAR Cup Series announced on Sunday that they have entered into a multi-year partnership with America’s largest digital-only financial services company, Ally.

The announcement will be alongside Ally’s existing partnership with Hendrick Motorsports, with whom they are the primary sponsor of Alex Bowman’s No.48 Chevrolet Camaro ZL1. Ally’s Chief Marketing and Public Relations Officer, Andrea Brimmer commented saying:

“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.”

As part of Ally’s new sponsorship, beginning with the “Ally Pre-Race Tailgate” at The Clash in Los Angeles and continuing throughout the season, Ally will focus on enhancing the fan experience through unique at-track experiential events and programming, surprise & delight giveaways and fan-centric content.

Ally is also prioritizing celebrating the stories, community and work being done across the cultural landscape of racing in the partnership, as it becomes the presenting sponsor of the NASCAR Drive for Diversity Awards beginning in 2024. Additionally, the partnership includes Ally and NASCAR proactively working together on initiatives to increase fandom among people of color and LGBTQ+ audiences.

Brimmer went on to say:

NASCAR continues to diversify their audience and is making racing an inclusive place for all. That’s a shared goal we’ve always had and we’re ready to help make meaningful change toward that end.

Daryl Wolfe, NASCAR’s Executive Vice President and Chief Revenue Officer commented on the new agreement with Ally who had been a partner of seven-time Cup Series champion Jimmie Johnson saying:

Ally is making a positive impact on our sport through its 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.


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