Freeway Insurance, the US auto insurance agency has become the latest premier-tier partner of US stock car racing’s elite Nascar organization.
Through the multi-year deal, which will begin in the 2026 campaign, Freeway becomes the series’ official insurance partner and gain title sponsorship of the Nascar Cup Series Playoffs race at Phoenix Raceway.
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That race, which will next take place on October 18, 2026, will be known as the Freeway Insurance 500 and serve as the first of the three round-of-eight fixtures.
Freeway will also be the exclusive insurance provider of Nascar, the series’ social media and digital channels, and all Nascar host venues.
In addition to race title sponsorship rights, Freeway will receive prominent branding presence across Nascar races at multiple physical points, on social media and digital platforms, and with co-branded fan engagement activations.
In terms of broadcast radio integration, this deal includes sponsorship of the ‘choose rule’ procedure as it appears on Motor Racing Network and Performance Racing Network coverage.
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By GlobalDataFreeway joins soft drink giant Coca-Cola, beer brand Busch Light, and telecoms heavyweight Xfinity as only the fourth member of Nascar’s premier partner tier.
The tier is limited to four companies as part of Nascar’s revamped sponsorship model, unveiled in 2019, aimed at providing member brands with “a heightened level of integration and visibility across all aspects of [the] sport.”
Freeway replaces insurance giant Geico, a founding member of the premier partner tier, which ended its affiliation with Nascar after the 2024 campaign.
That Geico partnership was worth a reported $15 million per year to the motor racing series, and as such, Freeway’s coverage likely matches that at minimum.
The other premier partners are also reported to be paying in a similar range for their respective deals, with Xfinity ($20 million) sitting chief among them, in part due to its naming rights entitlement for the Xfinity series (though that will soon change), while Coca-Cola ($16 million) and Busch Light ($15 million) sit closer to Geico.
Freeway is no stranger to Nascar, having served as a banner partner of Trackhouse Racing driver Daniel Suarez for the past five campaigns, and will continue to cover him following his upcoming move to Spire Motorsports from the 2026 season onward as a team partner.
The 2026 Nascar season will begin on February 1 with the Cook Out Clash, before the February 15 Daytona 500, and will run through the season-ending Straight Talk Wireless 400 on November 8.
