NASCAR Sponsorship Flashback

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This past weekend in Homestead-Miami saw an unfortunate rarity in recent years for NASCAR – the debut of a new primary sponsor. Progressive Insurance has signed on with Joe Gibbs Racing and Denny Hamlin for a whopping 18 races this year, filling the void left by FedEx and Mavie Tires and Brakes from last year. Even though we see new sponsors at the track almost every week, a sponsor signing this large is eye catching, especially with minimal presence prior. The insurance company had only sponsored two races in the past, both for Ryan Newman in 2020.

Most of the largest sponsorship deals currently in the Cup field fall into one of three categories; brands that have been in the sport for decades (like Busch Beer or Bass Pro Shops), are heavily B2B focused (like Shell-Pennzoil or HendrickCars.com), or companies that sponsor across all motorsports (like Gainbridge or Monster).

The Progressive sponsorship is also notable because it is for a top contending driver and team. With the prospect of a new paint scheme potentially becoming a regular in victory lane, I thought it would be fun to look back at some of the most winning and most memorable NASCAR sponsors of the past.

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Chevrolet

Chevrolet has been a cornerstone of NASCAR since its first Cup Series victory in 1955. Over the decades, Chevrolet’s iconic bowtie has become synonymous with stock car racing, fielding thousands of cars and supporting legendary drivers such as Dale Earnhardt, Jimmie Johnson, and Jeff Gordon. Chevrolet holds the record for most manufacturer wins in the Cup Series, with 845 by the end of the 2024 season. Chevy holds 25 Daytona 500 victories, 81 Manufacturer Championships, and over 1,500 race wins across Cup, Xfinity, and Trucks. Chevrolet’s sustained success and deep involvement have made it the most decorated and enduring manufacturer in NASCAR’s top divisions.

STP

STP’s presence in NASCAR began in 1971 and quickly became one of the most enduring and recognizable partnerships in racing history. The brand’s bold red and blue colors adorned Richard Petty’s No. 43 car, creating an iconic look that defined an era. STP was on Petty’s car for four of his record seven Cup Series championships and 60 victories, including his historic 200th win in 1984. The partnership not only elevated Petty’s legend but also helped STP become a household name among racing fans. Even as sponsorships evolved, STP’s legacy as a symbol of NASCAR’s golden age and its connection to “The King” remains strong, with the brand still involved in the sport today.

GM Goodwrench

GM Goodwrench became synonymous with NASCAR through its long-standing sponsorship of Dale Earnhardt and Richard Childress Racing. Beginning in 1988, the black No. 3 Chevrolet adorned with the Goodwrench logo became one of the most feared and respected cars on the track. Goodwrench backed Earnhardt for four of his seven championships and 45 wins, including his emotional 1998 Daytona 500 triumph. The partnership continued after Earnhardt’s passing, as Goodwrench supported Kevin Harvick’s early career, adding more wins to its name before departing in 2007. GM Goodwrench’s era is remembered for its fierce competitiveness and its role in cementing the legacy of “The Intimidator.”

Lowe’s

Lowe’s established itself as a powerhouse sponsor in NASCAR by backing Jimmie Johnson and the No. 48 Hendrick Motorsports team from 2001 to 2018. During this time, Johnson and Lowe’s achieved unprecedented success, winning seven Cup Series championships and 83 races together. The blue and silver Lowe’s car became a symbol of consistency, excellence, and dominance in the sport’s modern era. Lowe’s commitment to a full-season sponsorship, rare in recent years, set a standard for brand involvement and helped build one of the most successful dynasties in NASCAR history. Their legacy continues to be celebrated as a model of sponsor-driver-team synergy.

DuPont/Axalta

DuPont’s sponsorship of Jeff Gordon’s No. 24 car at Hendrick Motorsports, beginning in 1992, revolutionized NASCAR’s visual identity with its vibrant rainbow paint scheme. The partnership yielded four Cup Series championships and 84 wins, making the No. 24 one of the most successful and recognizable cars ever. When DuPont transitioned to Axalta, the legacy continued, with the brand supporting Gordon’s final seasons and the next generation of drivers. DuPont/Axalta’s long-term commitment helped elevate both the team and the sport, and their colorful liveries live on with William Byron behind the wheel of the 24 car today.

FedEx

FedEx entered NASCAR in 2005 as the primary sponsor of Joe Gibbs Racing’s No. 11 car, most notably with Denny Hamlin behind the wheel. The partnership quickly became one of the most consistent and successful in the sport, with Hamlin delivering dozens of wins—including multiple Daytona 500 victories—and perennial championship contention. FedEx’s distinctive purple, orange, and white branding became a staple of the Cup Series grid until their departure from the sport in 2024.

M&M’s

M&M’s, part of Mars, Inc., brought a fun and colorful presence to NASCAR, most famously sponsoring the No. 18 Joe Gibbs Racing Toyota driven by Kyle Busch. Since 2008, the candy brand has been associated with two Cup Series championships and over 50 wins with Busch, making it one of the most successful and recognizable sponsors in the sport. M&M’s creative paint schemes and fan engagement initiatives helped attract a younger audience to NASCAR. The brand’s long-term commitment and high-profile victories have cemented its place as a modern NASCAR icon.

Anheuser-Busch

Anheuser-Busch, through its Budweiser and Busch brands, has played a pivotal role in NASCAR for decades. Budweiser’s sponsorship is particularly linked to Dale Earnhardt Jr., while Busch Beer was the title sponsor of NASCAR’s second-tier series from 1984 to 2007. Combined, Anheuser-Busch brands have celebrated 64 Cup Series wins and supported numerous drivers and teams. Their involvement has included memorable paint schemes, major event sponsorships, and a deep connection with NASCAR’s fan base. Anheuser-Busch’s contributions have helped shape the sport’s culture and marketing landscape.

Winston

The Winston sponsorship era (1971–2003) is widely regarded as the most important in NASCAR history. When R.J. Reynolds Tobacco Company became the title sponsor, it injected vital financial resources and marketing expertise at a time when NASCAR was still a regional sport. Winston helped streamline the schedule, increased prize money, and created iconic programs like the “Winston Million,” which boosted fan interest and media coverage.

Their investment elevated NASCAR’s professionalism and national profile, attracting new fans, sponsors, and TV deals. Many of the sport’s legends—Richard Petty, Dale Earnhardt, Jeff Gordon—rose to prominence during this era. Although tobacco advertising restrictions ended the partnership in 2003, Winston’s impact reshaped NASCAR’s structure and visibility, turning it into a major American sport.

Winston is one of, if not the most important sponsor in NASCAR history because it not only provided critical funding and marketing at a pivotal moment but also fundamentally reshaped the sport’s structure, visibility, and cultural footprint—turning NASCAR into a major national sporting phenomenon. Without Winston’s investment and vision, NASCAR’s rise to prominence would have been far slower and less certain. This unique, decades-long partnership set a standard for sports sponsorships and remains a defining chapter in NASCAR’s story.

This editorial is not written by AI and is 100% human.

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