Kyle Larson celebrates in Victory Lane after winning a NASCAR Cup Series auto race at Darlington Raceway, Sunday, Sept. 3, 2023, in Darlington, S.C. Since the auto dealership empire run by Hendrick Motorsports founder Rick Hendrick stepped in to be the primary sponsor of Kyle Larson in 2021, following the driver’s off-track troubles, Hendrick’s race team has built its own case study of how to make such relationships in NASCAR pay off.
“I have these conversations with in terms of results and I owe him an ROI summary just like any other summary with a CEO or owner,” said Brian Johnson, vice president of marketing for Hendrick Automotive. “He’s very engaged, but I would also be remiss if I didn’t say that he has never once told us to sponsor the No. 5 car. We want to sponsor the No. 5 car, our COO who runs our automotive group believes in this program, our operations VP believes in it, and we see the results coming in.
In racing, cynicism can follow when a team owner uses one of his other companies to sponsor a car, with the perception being that this is often a last resort. The move is not unusual, however. For example, Haas Automotive frequently appears on cars owned by Stewart-Haas Racing co-owner Gene Haas, and even Michael Jordan’s team has been running paint schemes around Jordan Brand sneakers.uses the national footprint provided by NASCAR to highlight its improved e-commerce offerings.
Johnson added: “We tend to see these big traffic spikes when we do something cool, and when I say spikes I mean two to three times of our normal website traffic, which is tremendous for us, and we definitely see it when he does really well .”has filmed commercials with Larson and his crew chief Cliff Daniels. Larson wears white “home game” firesuits for races near a Hendrick dealership and blue “away game” firesuits for other races.
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