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02 November 2017 | Sponsorship

Richard Childress Racing drive home Liberty National deal

Motorsport team Richard Childress Racing have announced a new partnership with Liberty National Life Insurance Company.

The deal will see the Texas-based insurance firm serve as the primary sponsor of Ryan Newman’s number 31 Chevrolet Camaro for four races during the top-tier 2018 Monster Energy Nascar Cup Series season, while also being an associate sponsor for the entire campaign. The agreement includes at-track activation along with a range of digital and social media assets.

Based on similar deals in Nascar, Liberty National is likely to be paying a figure between US$1.6 million and US$3.2 million for the primary sponsorship of the stock car.

Torrey Galida, president of Richard Childress Racing, said: “We feel that this partnership is a terrific opportunity for Liberty National to expose its brand and products to millions of Nascar fans while expanding its footprint. We look forward to hosting and engaging their agents and customers at the races next season.”

Steve DiChiaro, president of Liberty National’s agency division, added: “Liberty National Racing is excited to continue in Nascar in 2018 with Richard Childress Racing, Ryan Newman, and the number 31 crew.

“We feel Richard Childress Racing is a great fit for our vision and values. This opportunity with RCR is a vehicle to expose and expand our brand to new audiences in 2018 and to reward our people and customers with once-in-a-lifetime experiences at the tracks. On behalf of our independent agents, agency owners, and policyholders, we look forward to seeing our logo on Ryan Newman’s car next year.”  

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