US stock car racing's Nascar has agreed a multi-year partnership with Ally Financial.
Contract:
- Financial services firm becomes official consumer bank of Nascar and Nascar-owned tracks
- Ally will be presenting sponsor of Nascar's Drive for Diversity programme starting in 2024
Context: The agreement with Nascar adds to Ally's existing deal in the series with Hendrick Motorsports.
Comment: Daryl Wolfe, Nascar’s executive vice president and chief revenue officer, said: “Ally is making a positive impact on our sport through its 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.”
Coming next: The focus for Ally Financial is the fan experience, predominantly through unique at-track experiential events and programming, surprise giveaways, and fan-centric content. The partnership will also focus on initiatives to increase fandom among people of colour and LGBTQ+ audiences.