Hendrick Motorsports on Friday will name Eastman Performance Films brand Llumar as a sponsor of the No. 88 Chevy driven by Alex Bowman, rounding out the Monster Energy NASCAR Cup Series car’s inventory for the season. Financial terms were not disclosed for the three-year deal, which includes a B2B component where Llumar products will also be available at Hendrick Automotive Group dealerships. Eastman is a subsidiary of Eastman Chemical and the Llumar brands are a range of window tint screens and other window films for cars, houses and commercial buildings. It will be a primary sponsor of the No. 88 for one race this season and two races in ’19 and ’20. It will also be an associate sponsor the entire season, and HMS will use Llumar products across its four-car stable. The No. 88 is now sold out for the season, as its other sponsors are Nationwide (19 primaries); Axalta Coating Systems (15) and Valvoline (two).
STRONG START: North Carolina-based QSR BurgerFi Dir of Marketing Scott Johnson told THE DAILY that NASCAR Xfinity Series driver Tyler Reddick's win at the season opener last weekend in Daytona has led to an over-delivery on initial expectations in terms of exposure and media coverage. BurgerFi was primary sponsor of the No. 9 Chevy as part of a two-race deal with JR Motorsports. Reddick won the race in a photo finish that turned out being the closest finish by timing in NASCAR history, and Johnson said that to keep its exposure and activation going all year long, BurgerFi is working on introducing a new promotion that will include a discount depending on how well Reddick finishes in races.
SHOT CALLER: 5-hour Energy has released a new spot on social media showing driver Martin Truex Jr. getting his tired colleagues at the shop rejuvenated by giving them energy shot bottles. 5-hour Energy purchased a promoted tweet status from Twitter for the spot, which already had 34 retweets and 141 favorites on Friday. 5-hour Energy works with Charlotte-based Spire Sports & Entertainment on its NASCAR marketing.
