Groovy Hollow Recap
NASCAR has signed a familiar company to its exclusive list of Premier Partners, replacing long-time sponsor GEICO, which left the sport at the conclusion of the 2024 season.
After GEICO‘s departure last season, NASCAR was left with a major hole to fill in its Premier Partners program. Now, just over a year after the news of GEICO’s exit first broke, the sport has found a replacement Premier Partner in Freeway Insurance.
Freeway is no stranger to the sport, having sponsored Daniel Suarez and Trackhouse Racing since they’re inaugural season in 2021. Following the announcement of Suarez’s move to Spire Motorsports, the company plans to continue its role as anchor sponsor of the fan-favorite driver.
Regardless, joining Coca-Cola, Busch Light, and Xfinity in the Premier Partners program is a significant step for the company’s status in NASCAR, as well as for the sport, which once again has four Premier Partners.
NASCAR introduced this program for the 2020 Cup Series season to replace the long-running title sponsorship format, which had seen brands like Winston, Nextel, Sprint, and Monster Energy take center stage as the main sponsor of the sport’s premier series.
GEICO was one of the original premier partners of NASCAR, with its partnership extending to on-track promotions such as the spring race at Talladega and the GEICO Restart Zone.
Next season, as part of their new partnership with NASCAR, Freeway Insurance will sponsor the fall race at Phoenix Raceway, which will be dubbed the Freeway Insurance 500.
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