Group Created with Sketch.
Volume 26 No. 65
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

Don't Worry, Be Happy: Liberty Mutual Debuting New NASCAR Deal To Promote Spotters

Liberty Mutual this weekend is debuting a unique content sponsorship in NASCAR entitled “Spotter Coverage” based around the notion of spotters helping their drivers worry less. At select ISC and SMI races remaining on the ’16 schedule, the Massachusetts-based insurer will sponsor spotter stands. The deal starts at Michigan Int'l Speedway, site of Camping World Truck and Sprint Cup action this weekend, and also has an accompanying media buy on NBC Sports. Spotter stands at participating tracks will have track-facing signage that reads, “Helping Drivers Worry Less.” For viewers at home, NBC Sports will layer in graphics with the same wording plus on-air voiceovers. NBC also will interview spotters to help drive home the point. Liberty Mutual Dir of Media Relations & Sponsorship PR Glenn Greenberg could not confirm this is the company's first foray into motorsports, though this does mark the first time Liberty Mutual has built out a motorsports program of this depth with a network. Team Epic is Liberty Mutual’s agency. Other insurers in NASCAR include Nationwide, which is the sanctioning body’s official auto, home and life insurer; Geico; and Farmers.