Over the years, NASCAR’s Cup Series has had some big-name sponsors. From Winston’s long-running deal that defined the sport’s modern era to later partnerships with Nextel, Sprint, and Monster Energy, sponsorships have always played a huge role in NASCAR’s story.

In recent years, NASCAR moved away from one main title sponsor to a “Premier Partners” model. That brought in major brands like Coca-Cola, Busch Light, GEICO, and Xfinity. But now, there’s a big change. NASCAR is saying goodbye to longtime partner GEICO and welcoming Freeway Insurance as its newest Premier Partner.

One insurance group over another

The announcement that Freeway Insurance will become the Official Insurance Partner of the NASCAR Cup Series and take on naming rights for the Freeway Insurance 500 at Phoenix Raceway starting in 2026 marks a big moment for racing sponsorships.

NASCAR’s Chief Operating Officer Steve O’Donnell said the deal shows “a shared dedication to serving everyday Americans,” which sums up why this partnership feels like a natural fit. Freeway’s CEO, Cesar Soriano, shared a similar view. “We’re proud to partner with NASCAR. Our customers and NASCAR’s fans share the same values: determination, family, and a love of the open road.”

Freeway isn’t wasting any time stepping up its involvement. The company is already planning digital ads, race-day promotions, and broadcast features. It also sponsors the “Choose Rule” segments on the Motor Racing Network (MRN) and Performance Racing Network (PRN). On top of that, Freeway will become the exclusive insurance provider across all NASCAR national-series tracks, expanding its reach across the sport.

This move builds on Freeway’s ongoing relationship with Daniel Suárez, who has carried the company’s colors for several seasons. That partnership will continue as Suárez moves to Spire Motorsports in 2026. With that connection already established, Freeway is making a smooth transition from team sponsor to one of NASCAR’s top-level partners.

The timing makes this deal even more interesting. Insurance brands have always had a strong presence in NASCAR. Progressive Insurance recently joined forces with Joe Gibbs Racing and Denny Hamlin, while GEICO, a longtime supporter of the sport, is preparing to end its Premier Partner deal after the 2024 season. Freeway’s arrival fills that gap and brings a fresh energy to NASCAR’s sponsorship lineup.

In short, NASCAR gets a new partner with strong roots in motorsports, and Freeway gains one of the biggest marketing stages in American sports. With naming rights, exclusivity, and national exposure, this partnership gives both sides a lot to look forward to. It’s not just a new sponsorship, it’s a smart move for the future of the sport and the brand.

NASCAR’s media plans and the IndyCar “What If”

In a recent lawsuit, new details came out about a 2019 idea NASCAR once explored: joining forces with IndyCar for a combined media rights deal. NASCAR’s Chief Media Officer Brian Herbst said the idea came during talks about how to boost value for upcoming TV negotiations as traditional viewership began to decline.

The concept never went forward, but it shows how NASCAR was thinking creatively to stay strong in the media market. Even without IndyCar, NASCAR still secured a massive $7.7 billion media rights deal starting in 2025 with FOX, NBC, Warner Bros. Discovery, and Amazon Prime Video.

Meanwhile, IndyCar struck its own deal with FOX, putting all 17 races on the main network starting in 2025. FOX also bought a 33% stake in Penske Entertainment, which owns IndyCar and Indianapolis Motor Speedway.

That connection between the two series continues to grow. In 2026, NASCAR’s season opener in Phoenix will share the weekend with an IndyCar event, and the Truck Series will race at St. Petersburg alongside IndyCar’s opener.

With Freeway Insurance joining the lineup and new broadcast partnerships in place, NASCAR’s next era looks set for more innovation and maybe a few new surprises.