NASCAR honors premier partners with 2020 marketing award


Each year, NASCAR honors an industry partner that best exemplifies the spirit of the sport through its effort to engage millions of fans, consumers and employees. The Marketing Achievement Award has long been the gold standard for brands invested in the sport and sought after by some of the most recognizable brands in the world.

During a year underscored by significant change, the honor will be bestowed to a group of four brands for the first time in history. NASCAR’s Premier Partners: Busch Beer, Coca-Cola, GEICO and Xfinity are the 2020 NASCAR Marketing Achievement Award winners.

The start of the 2020 NASCAR season was highlighted by a historic shift in its sponsorship structure, one that fundamentally changed how the NASCAR Cup Series was presented to millions of fans each weekend. The sport transitioned from the traditional singular series title sponsorship, a model that had been in place for nearly 70 years, to one that highlighted four blue chip brands as Premier Partners.

NASCAR’s Premier Partners are long tenured in NASCAR and have been involved across various areas of the business for decades. There was not a partner or stakeholder in NASCAR, however, that could have been prepared for the events of 2020.

“We knew heading into this season that transitioning to this new model would come with some key learnings, and that was before a global pandemic hit and completely shifted how we conduct our respective businesses,” said Jill Gregory, EVP and Chief Marketing and Content Officer, NASCAR.

In May, NASCAR became the first major professional sport to return to competition and with all eyes on the sport, NASCAR’s Premier Partners stood strongly by its side. The partners demonstrated leadership and innovation across each platform it supported, including important initiatives like esports, the introduction of new technologies, sharing of best practices on diversity, equity and inclusion, elevating the profiles of NASCAR’s drivers and developing unique content and broadcast integrations.

“In working with global leading brands, NASCAR had the benefit of sharing best practices and collaborating on initiatives that are helping us affect change and shape the future of our sport,” said Gregory. “Their commitment to NASCAR has been unwavering and for that reason our Premier Partners are deserving of the 2020 Marketing Achievement Award.”

NASCAR’s Premier Partners continued to set an example with unique activation:

Busch Beer

Official Partner Busch

NASCAR’s partnership with Busch served as a great example of how unique and engaging content can transcend challenging times.

Starting with the historic Busch Clash, Busch engaged fans throughout the season with unique brand campaigns, such as For The Farmers, a campaign that supported Midwest farmers impacted by tornadoes in 2019; to Your Face Here, giving fans the chance to “be back at track” by having…



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