BodyArmor is making its largest step yet into motorsports, agreeing to a deal with Penske Racing's NASCAR team. The sports drink will serve as the primary sponsor of Ryan Blaney's No. 12 Ford for July's Coke Zero 400 at Daytona Int'l Speedway, while serving as an associate sponsor in four other Cup races. BodyArmor, which has been in talks with Penske since November, first entered motorsports with a PSA featuring Blaney last March. A nationwide retail activation is planned against the Team Penske deal, and BodyArmor VP/Marketing Michael Fedele said that the company is planning to slowly become a major player in motorsports. He said, "Part of the reason we wanted to partner with Ryan is he’s one of NASCAR’s rising stars. As we grow the BodyArmor brand, we want to raise awareness with new consumers, and reaching the NASCAR audience is an important strategic initiative for us.” Part of BodyArmor's activation will include a company-branded show car and point-of-sale signage at thousands of grocery stores nationwide. BodyArmor also will hold a promo around the deal called “BodyArmor Heroes” that will see people able to post a photo and description to social media of their hero. The winner will have their image on Blaney’s No. 12 during the July race.
