The post Freeway Insurance accelerates its national presence through new NASCAR Cup Series alliance appeared first on SportsMint Media. NASCAR has announced that Freeway Insurance will join the NASCAR Cup Series as a premier partner beginning in the 2026 season. The post Freeway Insurance accelerates its national presence through new NASCAR Cup Series alliance appeared first on SportsMint Media.
The post Freeway Insurance accelerates its national presence through new NASCAR Cup Series alliance appeared first on SportsMint Media.
NASCAR has announced that Freeway Insurance will join the NASCAR Cup Series as a premier partner beginning in the 2026 season, reinforcing the sport’s growing roster of blue-chip commercial alliances.
As part of a new multi-year agreement, Freeway Insurance will also become the official insurance partner of NASCAR and assume title sponsorship of the fall race at Phoenix Raceway, which will be rebranded as the Freeway Insurance 500.
The announcement was made at Phoenix Raceway ahead of this weekend’s events, confirming Freeway Insurance’s entry into NASCAR’s highest partnership tier alongside Busch Light, Coca-Cola, and Xfinity.
The premier partner model, launched in 2020, replaced the single title sponsorship system, allowing multiple brands to share series-wide visibility and activation rights across NASCAR’s flagship competition.
Speaking on the occasion, Steve O’Donnell, President of NASCAR, said, “We’re thrilled to welcome Freeway Insurance to the NASCAR family as a Premier Partner and a race entitlement partner at Phoenix Raceway. This partnership highlights the strong alignment between our two brands — dedication to serving everyday Americans is at the heart of everything we do. Freeway’s commitment further reinforces the strength and growth of NASCAR’s commercial ecosystem as we continue to attract top-tier partners who see the value and excitement of this sport.”
Cesar Soriano, CEO of Freeway Insurance and a U.S. Army Veteran, added, “At Freeway Insurance, we’re proud to partner with NASCAR — a sport that embodies the same energy, trust, and drive that define our brand. As someone who has served our country, I take great pride in leading a brand that serves hardworking Americans every day. Trust is the foundation of what we do — whether it’s helping families protect what matters most or supporting a sport that fans trust and love. NASCAR’s fans and our customers share the same values — determination, family, and a love of the open road — and the Freeway Insurance 500 will be a celebration of everything that makes this country great.”
Headquartered in California, Freeway Insurance is one of the largest privately held insurance distribution companies in the United States, offering affordable auto coverage through hundreds of retail locations nationwide. The partnership represents a major step in the company’s expanding sports marketing strategy, providing opportunities for fan engagement, brand activations, and community initiatives.
The collaboration includes series-wide branding, digital and media integrations, and fan experiences across the Cup Series calendar. Freeway Insurance will also receive branding around NASCAR’s popular Choose Rule restarts, one of the sport’s most recognizable broadcast moments.
Freeway Insurance’s entry follows the conclusion of GEICO’s long-standing partnership with NASCAR at the end of the 2024 season, ensuring the premier partner roster remains fully represented as the sport moves toward its 2026 campaign.
The deal further highlights NASCAR’s success in attracting national partners from diverse sectors beyond traditional automotive and beverage brands. It also mirrors a wider trend across U.S. sports, as financial, insurance, and technology companies deepen their investments in mass-market sports platforms.
The Freeway Insurance 500 at Phoenix Raceway will debut in 2026, marking the start of what both parties describe as a long-term, purpose-driven partnership focused on celebrating America’s drivers, on the track and on the road.
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