NASCAR and Ally Financial have announced a league-wide sponsorship which sees the firm become the official consumer bank of NASCAR and NASCAR-owned tracks.

Looking to expand the brand’s presence in the sport, the deal is in addition to Ally’s existing full-season relationship with Hendrick Motorsports and will also focus on ‘unique and engaging experiences’ for fans, while advancing inclusivity in racing.

Daryl Wolfe, NASCAR’s Executive Vice President and Chief Revenue Officer, said: “Ally is making a positive impact on our sport through their 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.”

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

“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,” added Andrea Brimmer, Ally’s Chief Marketing and Public Relations Officer. 

“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.”

Ally has also outlined it is to prioritise 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 colour and LGBTQ+ audiences. 

“NASCAR continues to diversify their audience and is making racing an inclusive place for all,”  Brimmer concluded. “That’s a shared goal we’ve always had an

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