Ally's sponsorship of Johnson (c) marks a major step forward in the company's sports marketing effortsHENDRICK MOTORSPORTS
When NASCAR team owner Rick Hendrick reached out to Ally Financial about potentially sponsoring Jimmie Johnson's No. 48 Chevy, he was "hoping they could do some races," so he was a "little speechless when they came back and said they wanted the whole season" for '19 and '20, according to Bob Pockrass of ESPN.com. Neither side "would comment on the financials of the deal." However, it "wouldn't be shocking" if the two-year deal will cost the company $30M or more, "especially after activation." Ally has also "bought television time to advertise during the race telecast." Johnson said, "With the media buys they've done and the way they're going to advertise in our sport and as you see them engage next year, they're really using NASCAR as a marketing tool for their company. You will all be very impressed with their vision and the importance they see in NASCAR racing is the main reason why they are here and involved." Pockrass noted Ally "doesn't have many sports sponsorships." The Detroit-based company sponsors a PGA Tour Champions event in Michigan and some Int'l Champions Cup matches in the U.S. Ally CEO Jeffrey Brown said, "This is a major step forward for our brand in really committing to sports marketing. For us, this is a huge outreach to our brand. ... This was a great and smart branding decision." Pockrass noted Ally also "hopes its millennial reach could help boost NASCAR." Hendrick said, "They're automotive people and a big bank. They're kind of the disruptor in online banking, and so I like that. I like a company that's fresh and growing like crazy. It's perfect" (ESPN.com, 10/30).
