NASCAR is eliminating corporate names from the title of its top-level racing series starting in 2020. The series, previously known as Monster Energy NASCAR Cup and before that Sprint Cup, will now be called just the NASCAR Cup Series.
NASCAR announced four "premier" sponsors for the 2020 season -- Coca-Cola, Xfinity, Busch Beer and GEICO. NASCAR officials said last year that it was moving to more of a bundled sponsorship model when Monster renewed for just one year.
As part of the new deal, all four sponsorship partners will be featured prominently throughout the sport, including on NASCAR's broadcast, digital and social channels.
Busch Beer will sponsor a NASCAR Cup Series event; Coca-Cola will be the presenting sponsor of the regular-season championship trophy; and GEICO will sponsor the Championship 4 elimination race at Martinsville Speedway.
"This new model will provide our Premier Partners with a heightened level of integration and visibility across all aspects of our sport," said Daryl Wolfe, NASCAR executive vice president and chief sales and operations officer in a statement.
