NASCAR is going with a quartet of heavyweight brands, announcing plans to shift its premier series to the moniker, NASCAR Cup Series, complete with four cornerstone brands, aka Premier Partners, in Busch Beer, Coca-Cola, GEICO and Xfinity. In the announcement, the org states that the shift “will provide many strategic benefits to the industry, including greater activation opportunities for brands across the sport. NASCAR’s inaugural grouping of Premier Partners will play a key role in consumer marketing and fan development initiatives moving forward.” Premier Partners, in addition to separate activation points, will collectively own a presence connected to the NASCAR Cup Series Championship Race and NASCAR All-Star Race. Additionally, all four partners will be prominently featured in multiple platforms across the sport, including integrations in broadcast, NASCAR digital and social channels, event entitlements, in-market promotions and at-track activations.

“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,” said Steve Phelps, NASCAR President. “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.”