NASCAR over the years has produced some of the greatest moments ever in motorsport. These events for the most part revolved around our favorite teams and drivers, but there is one vital component that made it all happen. It is the sponsors, they have been an integral part of NASCAR’s success and more so for the drivers and team. There is a long list of sponsors who have been associated with the premier stock car racing series but there is one that holds legendary status.

Winston, a hallmark cigarette brand under the umbrella of tobacco giant R.J. Reynolds has to be the sponsor that helped make NASCAR the brand it is today. It was on this day back in 1971 that Winston embarked on a long and prosperous partnership with NASCAR that lasted for 34 years. The first race labeled as the Winston Cup race was at the Riverside International Speedway in 1971 and the rest you know is history.

Winston as the title sponsor marked a Golden Era in NASCAR history

At the time, NASCAR was not the giant we know today. They needed some serious cream to help pay for the increased cost of racing. Next thing you know RJR came knocking on NASCAR’s door who themselves were looking to attach themselves to a sports entity. RJR was just looking to sponsor a major team namely Junior Johnson’s. But a selfless Johnson aligned RJR and NASCAR in a bid to elevate the series. So a team sponsorship eventually turned into a title sponsor deal and so began the historic NASCAR Winston Cup Series.

With deep pockets and restrictions to advertise tobacco products on TV, RJR and Winston decided to spend their surplus money on motorsports in America. Hence, the rewards for the teams and drivers were now in millions as there was no watchdog over RJR on how they choose to spend their money in sporting series like NASCAR. So the next thing you know, RJR helped NASCAR reach new heights year after year, which was relentless. It was an era that most fans held dear to their heart and for all the right reasons.

The partnership between the two was something special that changed the course of stock car racing in the 80s and 90s. Particularly, the Dale Earnhardt era which according to some fans was the peak NASCAR has not been able to achieve in recent years. This 30-plus-year partnership ended in 2003 season on the back of new government legislation regarding the advertising of tobacco products in all aspects of sports.

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NASCAR now had to do away with its single-sponsor approach and soon came up with a more sustainable model.

The move away from traditional sponsorship came in 2020

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In 2020, NASCAR binned the approach of having a title sponsor for the first time in several years. Now instead of a single title sponsor, the racing body would have premier partners that would play a key role in marketing and fan engagement. It was the Busch Beer, Coca-Cola, GEICO, and Xfinity that would make the group of premier sponsors. Moreover, these brands will also have a presence on television broadcasts, NASCAR digital and social channels, and other areas.

“This has been a monumental year for our sport, one highlighted by significant changes in our business model to ensure long-term viability and growth,” said NASCAR President Steve Phelps. “As we begin this new chapter, we are joined by four incredible brands with deep-rooted histories across all levels of our sport. We are honored to have this elite group represent our NASCAR Cup Series for years to come.”

This new sponsorship model looks like a sustained one and perhaps best serving NASCAR’s aspirations.

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