NASCAR and Axalta recently announced a multi-year agreement making Axalta, once again, the “Official Paint Partner of NASCAR.”
“Our affiliation with NASCAR runs deep,” said Charles Shaver, chairman and CEO of Axalta. “We were the Official Finish for nearly 20 years before taking some time to strategically develop our program. Today, with this new agreement, we can grow our reach and leverage partnerships throughout the sport for business development opportunities with like-minded companies who need or use coatings. Motorsports represents all the things we see in ourselves; team work, high performance, a drive to be better, and winning!”
As part of the partnership, Axalta joins the NASCAR Fuel for Business Council, bringing together an exclusive group of more than 50 Official NASCAR Partners to buy and sell products and services from one another. Axalta develops, manufactures and supplies coatings to nearly anything with wheels, along with thousands of industrial applications that exist throughout the world. Nearly anything that needs paint for protection, weatherability, durability or an enhanced appearance will have use for Axalta’s highly engineered products.
“Axalta is a category leader, and we’re pleased to welcome them back to our diverse portfolio of Official Partners,” said Daryl Wolfe, chief sales and partnership officer, NASCAR and ISC. “This new agreement is largely in place due to the strong return on investment Axalta receives in the sport. This partnership will further complement that integrated approach and drive business for years to come.”
Axalta has a long tradition of excellence in NASCAR, dating back to 1992 when it sponsored a 21-year-old rookie from California, Jeff Gordon. In 2016, Axalta became the fifth Founding Partner at Daytona International Speedway’s (DIS) new motorsports stadium, receiving 32,000 square feet of branding and engagement opportunities in the Center Injector. Additionally, the brand serves as a primary sponsor with Hendrick Motorsports, a partnership that has been in place for more than a quarter century.
Axalta’s relationship with the sanctioning body dates to 1996, when it became an Official Partner, a partnership that spanned 17 years.
The 2018 Monster Energy NASCAR Cup Series season kicked off with the 60th annual DAYTONA 500 on Feb. 18.