Nascar, the US-based stock car racing series, has added financial services company Ally as its new league-wide sponsor.

The multi-year deal, announced yesterday (February 5), will see Ally Bank, the company’s direct banking subsidiary, become the official consumer bank of Nascar and Nascar-owned tracks.

This deal marks an expansion of Ally’s existing relationship with the stock car racing series, after securing a sponsorship agreement with the Hendrick Motorsports racing team.

Andrea Brimmer, Ally’s chief marketing and public relations officer, said: “We’ve loved every minute of the ride since becoming a sponsor of the No. 48 [Hendrick Motorsports’ Chevrolet car], from seeing the growth in popularity of the sport to the increased diversity among team ownership.

“The timing couldn’t be better for us to complement our wonderful relationship with Hendrick Motorsports by expanding our footprint as an official NASCAR sponsor.”

Ally’s new sponsorship role will begin with the Ally Pre-Race Tailgate at The Clash in Los Angeles, an annual pre-season NASCAR Cup Series exhibition event.

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Throughout the season, Ally will deliver at-track experiential events and programming, giveaways, and fan-centric content.

Ally will also become the presenting sponsor of the NASCAR Drive for Diversity Awards beginning in 2024.

The partnership involves Ally and NASCAR working together on initiatives to increase fandom among people of color and LGBTQ+ audiences.

Brimmer added: “NASCAR continues to diversify their audience and is making racing an inclusive place for all. That’s a shared goal we’ve always had and we’re ready to help make meaningful change toward that end.”

Ally’s new deal comes after it extended its partnership with US soccer’s top-tier National Women’s Soccer League (NWSL) for another five years in October, which sees the bank’s logo continue to feature on every team’s sleeve, media, and social content, as well as on LED boards around fields.

The company also became the NWSL Players Association’s first official partner last year.