Yesterday, RFK Racing announced a new sponsor in Consumer Cellular. Consumer Cellular has become a big name in the wireless communication industry and will back Brad Keselowski and his team in the 2024 Cup Series season. Adding some spice to the proceedings, team owner and #6 driver Keselowski has taken part in a commercial that promotes the partnership, albeit at the cost of half of the #6 Mustang Dark Horse.

Regarding providing the fans with humor and excitement on social media, RFK Racing is among the best Cup teams. The regular, uninteresting sponsorship endorsements have taken the backseat, with a few other contenders like Stewart-Haas Racing and 23XI Racing following a similar interaction style with the fans. Brad Keselowski tweeted about the same in a subtle dig at NASCAR’s predominant boring endorsement styles.

Brad Keselowski removes his Cup Series ride’s roof to endorse a new sponsor

One of Consumer Cellular’s major selling points is the drastic cost reduction compared to its competitors. With market giants like Verizon competing against the brand, it needed something different to attract the masses. As a result, it currently offers rates almost half as high as those of its rivals in the wireless communication industry. Brad Keselowski‘s participation in the advertisement is a visualization of the same.

Coming out of the RFK Racing garage, Keselowski is seen in the orange and blue paint scheme of the #6 Mustang, but without a hardtop. Brad Keselowski driving a car cut in half represents his sponsor’s USP in a quirky manner. In all honesty, it is a genius way of marketing Consumer Cellular’s products. With Keselowski’s exposure, the sponsor can earn a considerable user base from the partnership. Tweeting the commercial, Brad Keselowski wrote, “Breaking: Fun nascar commercials are back.”

The partnership implies that Consumer Cellular will be the official communications partner of RFK Racing starting in 2024. The alliance will give the fans its first glimpse at the Phoenix Raceway on March 10. The company will be No. 6 Ford’s primary sponsor in four races with the blue and orange paint scheme per the agreement.

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The 2012 Cup Series champ will also run the Consumer Cellular-sponsored car in Kansas, Nashville, and Homestead-Miami in the 2024 season. The announcement comes shortly after Keselowski revealed his plans to facilitate an RFK Racing team in the IMSA as part of the long-term plan. The move could be very beneficial considering NASCAR’s newfound love for road course races.

RFK Racing and Keselowski’s vision for an IMSA team

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Among the current crop of Cup Series drivers, Brad Keselowski has earned a reputation for being one of the most knowledgeable people. Even before transitioning into the role of a driver-owner, he has acted as a bridge of communication between the drivers and NASCAR, sharing his insights and vision of the sport with the governing body.

His ability has enabled him to guess the changing scenarios of NASCAR from afar. In recent years, NASCAR has gravitated towards the appeal of road course races and street courses instead of classic oval racing. This development has motivated Brad Keselowski to envision a branch of the team on the IMSA circuit. “As NASCAR continues to get heavier and heavier into road course racing, I think that pedigree (IMSA) offers a lot of advantages to the ecosystem of a successful Cup team. I don’t see us on a path to an Xfinity or Truck team in the near future.”

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The revelation came right after RFK Racing announced the Stage 60 initiative that will see former No. 6 Mustang driver David Ragan return to the team at the Daytona 500. This will be the first time RFK Racing will field a third team in a Cup Series race, despite having a celebrated history in the Xfinity Series. As for the IMSA brand being owned by NASCAR and the experiences benefiting Cup Series teams, Brad Keselowski said,

“There’s no reason for NASCAR to compete with its own product of IMSA. You look at their (IMSA) car counts at some of these races and their interest, it’s through the roof. I think it’s good to have those as two separate products and ecosystems.”

Another reason for RFK Racing’s interest in IMSA is its previous version’s success in the competition. Before establishing Roush Racing in NASCAR, co-owner Jack Roush had dominated the IMSA circuit. The team has won 24 national titles in IMSA and Sports Car Club of America competitions, including 12 manufacturer’s titles, 119 race wins, and ten sedan-class wins in the 24 Hours of Daytona.

With the team’s history backing its vision, Brad Keselowski’s foray into IMSA seems like a matter of time.