Nationwide signed a two-year renewal with Hendrick Motorsports, which has now sorted out all of its major expiring deals this year. Financial terms were not revealed, but the insurer will step up from 19 to 20 primaries on HMS’ No. 88 Chevrolet driven by Alex Bowman through ’20. Additionally, HMS has extended Bowman’s deal -- which originally ran through ’19 -- for one year through '20. This is the first year that Nationwide sponsored a driver at HMS other than Dale Earnhardt Jr. Nationwide’s renewal marks the 13th company to either newly sign or renew as an HMS partner this year, though the one company not to renew was the largest in full-season sponsor Lowe’s, which the team is still working to replace. Nationwide’s agency of record for motorsports is Wasserman.
Nationwide Associate VP/Sports Marketing & Sponsorships Jim McCoy said the company extended for two years because the sport "hits a lot of markets that are important for Nationwide.” McCoy noted Nationwide has earned several B2B wins over the last year from its HMS relationship and also views its advertising that it does with Bowman as a linchpin of the program. HMS VP/Marketing Pat Perkins: “The racing asset and on-track asset is certainly the focal point, but then underneath that there are a lot of other opportunities that we’re continuing to tap into, explore and support.”
