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Busch, Coca-Cola, GEICO & Xfinity Are NASCAR’s Premier Cup Partners for 2020

NASCAR revealed the premier sponsorship partners beginning in the 2020 NASCAR Cup Series season on Thursday, Dec. 5.

The Cup Series shifts from a title sponsor series to a tiered sponsorship model in 2020, and the four cornerstone brands, called premier partners, will be Busch Beer, Coca-Cola, GEICO and Xfinity.

“In addition to the establishment of the Premier Partner positions, this significant shift will provide many strategic benefits to the industry, including greater activation opportunities for brands across the sport,” a spokesperson for NASCAR said in a release. “NASCAR’s inaugural grouping of Premier Partners will play a key role in consumer marketing and fan development initiatives moving forward.”

“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,” NASCAR President Steve Phelps said in a release. “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.”

Busch Beer will have exclusive rights of each pole award – the Busch Pole Award – and will maintain exclusivity throughout its partnership. Busch will also be the sponsor of a 2020 NASCAR Cup Series race, which will be announced at a later date.

Coca-Cola will become the presenting sponsor of the Cup Series regular-season championship trophy and will also continue its sponsorship of NASCAR Troops to the Track, NASCAR Salutes, and races at Charlotte Motor Speedway and Daytona International Speedway.

GEICO will become the presenting partner of a season phase.

Xfinity will continue its role as the title sponsor of the NASCAR Xfinity Series but takes on new roles in the Cup Series, sponsoring the Championship 4 elimination race at Martinsville Speedway, the second to last race of the 2020 season.

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Spun better than a liberal for impeachment could have put it.


So this means no more Monster girls?? BOOOOOO….


Don’t worry. There will still be eye candy in VL for as long as there are events in NA$CAR. They’ve been there since the first but they all can’t be Linda Vaughan.


I don’t think the total from all four comes close to what NA$CAR was asking for.

David Edwards

if you get everything you were asking for – you weren’t asking for enough.


I don’t think if NA$CAR went to Sprint and said “We want $750 million for 10 years” Sprint would have said “Is that all? We’ll give you $800 Million.”

David Edwards

So how much did they ask for? If they wanted 750 they certainly asked for more and settled for 750.

Bill B

The real shock will be when they negotiate the next TV contract. That is when NASCAR will realize just how far their stock has fallen.


I saw this in an article on Yahoo Sports, written by Nick Bromberg (to give credit for quoted material below):

“Monster got a heck of a deal sponsoring the Cup Series too. The company reportedly paid less than half ($20 million) of what Sprint was paying ($50 million) in the final years of its deal to sponsor the Cup Series. And that Sprint extension was negotiated at a lower rate than the 10-year, $750 million deal that Nextel signed to replace Winston after the 2003 season. The price Monster paid was a far cry from the $1 billion over 10 years in rights fees that NASCAR allegedly wanted in 2015.”

I wonder what Busch, Coca-Cola, Geico and Xfinity are paying? It’s gotta be ~ $5 million or less each?

Sponsor revenue down. Fan attendance down. TV ratings down. I’m not sure which part of WHAT YOU’RE DOING ISN’T WORKING that NASCAR is having difficulty understanding?

I’m not sure how much longer their PR and Marketing departments can keep spinning all this as “changes that are good for the sport”.

Bill B

It must have been very hard for NASCAR to limit series sponsors to 4… or were they the only sponsors willing to pay up. What’s to stop NASCAR from finding more companies to sponsor the series? How is this different from being an ” The Official *insert product name here* of NASCAR”?


So, does this mean that, if I have a bout of insanity and decide to attend a cup race this year (which will not happen), and I walk up to the gate with my six-can cooler full of Pepsi cans, they won’t let me enter?

Bill B

No they will let you in, they will just treat you badly. : )


NASCAR continues to siphon monies that would normally be available to teams- i.e. Busch Beer,/SHR and GEICO/Germain Racing. Each company that becomes the “official widget company of NASCAR” siphons off yet another piece. Why should each race team live in fear of their own sanctioning body stealing away their sponsorship dollars?


so the “premier” is cup……there’s not one sponsor now? what will they call the end of season trophy? will these companies still sponsor cars?

it just looks like alphabet soup put into a blender.

R Wilton

There is just so much wrong with the sport that it is difficult to even know where to start complaining.

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