Nascar has signed a deal with McDonald's that sees the fast food chain become the first founding partner of the US stock car racing series' new Chicago Street Race.
- McDonald's receives on-track branding in a dedicated founding partner section, as well as on the start-finish straight
- Logo will also be displayed at fan entrances, concert stages, wayfinding, and additional locations throughout the event’s footprint
- McDonald's to feature on NBC live broadcasts, Motor Racing Network and Sirius XM radio broadcasts, and Nascar's social channels
Context: It was reported at the end of last year that Nascar was looking to switch to a founding partner model for the inaugural Chicago Street Race, rather than opt for a more traditional title sponsor. Four founding partners are reportedly being sought, which would be worth around US$2 million annually for the stock car racing series. It is thought that Nascar is looking for three-year commitments from founding partners, but the length of the McDonald's deal is unconfirmed.
McDonald's, which has its headquarters in Chicago, was expected to fill one of the founding partner positions, especially since its branding was heavily used in the announcement of the event through its primary sponsorship of 23XI Racing.
Comment: Julie Giese, president of the Chicago Street Race, said: “McDonald’s is an iconic global brand with roots in Chicago, so it is the perfect founding partner for one of the most anticipated sporting events in Nascar’s 75-year history, the Chicago Street Race. We are grateful to our partners at McDonald’s for embracing this historic event as we reimagine a two-day sports and entertainment weekend experience in the heart of downtown Chicago.”
Coming next: The Chicago Street Race makes its debut on the Nascar calendar on 2nd July and is set to cost the stock car racing series in the region of US$50 million.