North American stock car racing organisation Nascar has announced that coating systems company Axalta has returned as its official paint partner.
As part of the agreement, Axalta will join the Nascar Fuel for Business Council, which connects an exclusive group of 50 of the series’ partners so that they can buy and sell products and services from one another.
Axalta’s relationship with Nascar dates back to 1996, when it stepped up to become an official partner of the organisation in a deal which spanned 17 years.
The latest agreement was announced ahead of Sunday’s season-opening Daytona 500, which was won by Richard Childress Racing driver Austin Dillon.
“Axalta is a category leader and we’re pleased to welcome them back to our diverse portfolio of official partners,” said Daryl Wolfe, Nascar’s chief sales and partnership officer. “This new agreement is largely in place due to the strong return on investment Axalta receives in the sport. This partnership will further complement that integrated approach and drive business for years to come.”
“Our affiliation with Nascar runs deep,” added Charles Shaver, chairman and chief executive of Axalta. “We were the official finish for nearly 20 years before taking some time to strategically develop our programme.
“Today, with this new agreement, we can grow our reach and leverage partnerships throughout the sport for business development opportunities with likeminded companies who need or use coatings. Motorsports represents all the things we see in ourselves; teamwork, high performance, a drive to be better, and winning.”