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Volume 25 No. 151
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Nationwide Unveils Paint Schemes, Plans For '19 NASCAR Season

The ’19 primary paint scheme is slightly altered from last year’s and features more white trim on the sides

Nationwide on Thursday unveiled its new primary paint scheme for the ’19 NASCAR season, and the Columbus-based insurer also is planning a new secondary scheme that will promote some of its specific products on the car. Nationwide is a primary sponsor of Hendrick Motorsports’ No. 88 Chevrolet driven by Alex Bowman in the Monster Energy NASCAR Cup Series, and debuted its ’19 primary paint scheme during an event Thursday night with Bowman and company endorser Dale Earnhardt Jr. The ’19 primary paint scheme is slightly altered from last year’s and features more white trim on the sides, along with the traditionally blue hood. However, one change to its program is that Nationwide will utilize about five of its 20 paint schemes next season to promote some of its insurance and financial services products. Nationwide NASCAR Program Dir Todd Kubli said that the company is building out a template where it will promote those products on the back end and rear quarter panels of the car, while keeping the blue hood and white side trim. For example, Nationwide is looking at promoting its farm insurance at next year’s race at Kansas Speedway, and it will host guests related to that line of the business at the track that weekend. Nationwide works with Wasserman on its NASCAR marketing.

DO THE EVOLUTION: Nationwide Associate VP/Sports Marketing & Sponsorships Jim McCoy said, “It’s just an evolution. We want to continue to bring value to our business partners and use the racing program to hit our objectives. ... The car is a great tool to get it out to the masses, tie it to promotions, bring hospitality guests out to see it, put agents’ name on the car to get them feeling good." On the B2C side, Nationwide will continue focusing on promoting the program on digital and social media. B2B, Nationwide has moved from hosting dozens of agents at the track each week to just hosting around a dozen of its top-performers. Nationwide tracks how much business it gets from its guests in the 180 days after they are hosted at a race, and McCoy said “we’re getting a strong return on that piece.”