Bank of America, Hendrick Motorsports extend relationship

Bank of America and Hendrick Motorsports have extended their relationship through 2015 with a new agreement that will for the first time include presenting sponsorship of the official website and mobile application of the 11-time NASCAR Sprint Cup Series champions.

Now presented by Bank of America, features news, photography, video and other behind-the-scenes content focusing on Hendrick Motorsports teams, drivers and personnel. Bank of America is the first presenting sponsor of the website, which will undergo a redesign in 2015.

In addition, Bank of America and Hendrick Motorsports will continue to collaborate on community-based initiatives including the bank’s successful Express Your Thanks campaign, which supports transitional programming for service members and veterans. Other initiatives include a recent partnership with the U.S. Chamber of Commerce to host a Memorial Day weekend “Hiring Our Heroes” military career fair at the NASCAR Hall of Fame.

“Aside from the clear sponsorship value, the community impact we’ve been able to have with our partners at Hendrick Motorsports has been incredible,” said Charles Greenstein, senior vice president and global sponsorship marketing executive for Bank of America. “This is particularly true when it comes to supporting past and present members of the military, a major area of focus for us.”

Bank of America, which has been an associate sponsor of Hendrick Motorsports since 2008, will continue to utilize Sprint Cup Series drivers Kasey Kahne, Jeff Gordon, Jimmie Johnson and Dale Earnhardt Jr. in marketing and advertising material.

“The Bank of America team has built a very smart, targeted program around our sport,” said Rick Hendrick, owner of Hendrick Motorsports. “We share a passion for many of the same causes and have worked extremely well together over the years. Even as goals have changed, they have identified new ways to activate and seen terrific return. It’s an excellent fit, and we’re proud to continue the relationship.”

Hendrick Motorsports has invested heavily in its digital platform in recent years. In 2013, the team opened a new studio to bolster its in-house video production capabilities and launched the Digital Dashboard social media command center. It also has added dedicated personnel and forged partnerships that support digital efforts with state-of-the-art equipment and advanced analytics. The free Hendrick Motorsports mobile application debuted in July 2012.

“We’re committed to offering a digital platform that fans truly enjoy and partners see value in,” said Patrick Perkins, Hendrick Motorsports’ vice president of marketing. “The level of engagement and enthusiasm we’re seeing today is at an all-time high, and that’s only going to grow as we continue to invest. Great people and great partners like Bank of America are making it possible.”

In addition to its relationship with Hendrick Motorsports, since 2006 Bank of America has been the title sponsor of the Bank of America 500 NASCAR Sprint Cup Series race at Charlotte Motor Speedway, which provides an economic boon to the bank’s headquarters city. Bank of America also has been the Official Bank of NASCAR since 2007.


Speedway Digest Staff

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