Nascar secures GovX as presenting sponsor of Miltix programme

Nascar has penned a multi-year partnership with online marketplace GovX from the 2025 season.

Contract:

• GovX will be the presenting sponsor and official verification partner of Nascar’s Miltix programme
• The partnership will be supported through promotion on the GovX website, signage at Nacsar races, commercial inventory within TV broadcasts and placements on the Nascar website

Context:

Nascar’s Miltix programme offers discounted race tickets of 15 per cent off or more to Nascar-owned tracks across the US for the military and first responder communities. The platform has an existing membership of 9.5 million people, which also includes emergency medical professionals, educators and other government service personnel.

Comment:

“Since the inception of our sport, honouring members of the military has been a big piece of the fabric that makes up Nascar and, in partnership with GovX, the Miltix programme is one of many ways we’re able to do that,” said Michelle Byron, Nascar’s chief partnership and licensing officer.

“There is nothing better than the at-track Nascar experience, and thanks to GovX and the Miltix programme, it’s even easier for current and former members of the military to access that experience.”

Coming next:

The 2025 Nascar season marks the start of a landmark broadcast deal, but the series will need to ensure it communicates efficiently with fans about the new scheduling.

Practice and qualifying will be shown by Prime Video in the first half of the season, excluding the Clash, Daytona 500 and All-Star Race which will all air on Fox. The sessions in the second half of the year will be broadcast on TNT Sports.

For the races themselves, 14 are on Fox, followed by five each on Prime Video and TNT Sports, before NBC rounds out the year with 14 events.

Go deeper:

• Nascar’s US$7.7bn TV deal: Why the annual value went up, who gets what, and the impact on fans
• What’s going on with Nascar’s charter system?