The multi-year deal complements Hendrick Motorsports’ relationship and focuses on creating even better fan experiences and driving inclusion in racing

LOS ANGELES, February 5, 2023 /PRNewswire/ — Ally Financial Inc.along with officials from NASCARtoday announced a league-wide sponsorship that expands the brand’s presence in esports Allied Bank become the official consumer bank of NASCAR and NASCAR-owned racetracks. The multi-year deal complements Ally’s existing year-round relationship with Hendrick Motorsports and will also focus on continuing to provide unique and engaging experiences for fans while driving inclusion in racing.

“We’ve enjoyed every minute of the ride since becoming a sponsor of the No. 48, from the growing popularity of the sport to the increasing diversity of team ownership,” he said Andrea Brimmer, Ally’s Chief Marketing and Public Relations Officer. “The timing for us couldn’t be better to complement our wonderful relationship with Hendrick Motorsports by expanding our presence as an official NASCAR sponsor.”

As part of Ally’s new sponsorship, beginning with the “Ally Pre-Race Tailgate” at The Clash in Los Angeles Throughout the season, Ally will focus on enhancing the fan experience through unique on-track experiential events and programs, surprise and delight giveaways, and fan-centric content.

Ally also makes a point of celebrating the stories, community and work being done across the racing cultural landscape in the partnership as it becomes a presenting sponsor of the NASCAR Drive for Diversity Awards beginning in 2024. Additionally, the partnership includes Ally and NASCAR proactively collaborating on initiatives to increase fandom among people of color and LGBTQ+ audiences. “NASCAR continues to expand its audience and make racing an inclusive place for everyone. That’s a shared goal we’ve always had, and we stand ready to help make meaningful changes toward that goal,” said Brimmer.

“Ally does…