Axalta Replaces Sherwin-Willams As NASCAR Paint Partner

Axalta has become the official paint partner of NASCAR, replacing Sherwin-Williams, whose deal quietly expired last year without a renewal. Financial terms were not revealed for the multiyear deal, which will see Axalta gain admission to NASCAR’s Fuel for Business B2B council. Axalta, which says it has a 3:1 ROI in NASCAR, is heavily B2B-focused and a major sponsor of Hendrick Motorsports and Daytona Int'l Speedway, as well as Mercedes in F1 and Yamaha in MotoGP. The deal was announced during a press conference at DIS by Axalta CEO Charlie Shaver, NASCAR and ISC Chief Sales & Partnership Officer Daryl Wolfe and Axalta endorser Jeff Gordon.