NASCAR racing’s high-octane excitement is set to zoom back into action at the Daytona 500 this weekend, marking the adrenaline-fueled start of the sport’s season. Industry watchers will be keen to see if this year’s auto industry sponsorships of the Daytona International Speedway––a hallowed ground for motorsport enthusiasts––will surpass those of last year’s event, when 13 auto brands such as Axalta, Toyota and Chevrolet, revved their engines in sponsorship deals at the track––an impressive 15% of the 2023 race’s total partnerships. Their prominence highlights the huge role the auto industry plays in the NASCAR ecosystem, driving both the on-track action and business behind the scenes.

Intriguingly, the current NASCAR sponsorship landscape is a relatively challenging one for auto brands eager to strike a deal within this pulse-pounding sport. Only 28% of NASCAR rights holders currently have a vacancy for an auto brand––a scarcity that underscores the hyper-competitive nature of the category, where nearly 400 brands have already clinched sponsorship or media deals across NASCAR teams and tracks. 

Delving deeper into NASCAR auto partnerships, the aftermarket—specifically, Parts & Equipment—emerges as the top sub-category, boasting more than 300 sponsorship deals and underscoring NASCAR's integral connection with car maintenance, performance enhancement, and the broader automotive lifestyle. Services & Repair and US Car Manufacturers comprise the other two of the top five sub-categories that fall under the auto umbrella within NASCAR. The category’s broad diversification reflects the car industry’s intrinsic engagement with the racing series, from the production line to the pit stop. Of the more than 7K auto brands with a sponsorship or media deal worldwide, 5% have a presence within NASCAR, showcasing the sport's burgeoning appeal and strategic value for auto brands keen to grow their profile and market presence, and connect with dedicated fans worldwide.

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