Monday, October 3, 2022

Autotrader Extends Eight-Year Partnership With Team Penske

HAMPTON, GEORGIA – JUNE 07: Brad Keselowski, driver of the #2 Autotrader Ford, drives during the NASCAR Cup Series Folds of Honor QuikTrip 500 at Atlanta Motor Speedway on June 07, 2020 in Hampton, Georgia. (Photo by Chris Graythen/Getty Images) | Getty Images

The familiar orange and blue colors of Autotrader will remain in the NASCAR Cup Series and at Team Penske for years to come thanks to a brand-new extension for the sponsor and team.

Team Penske confirmed on Wednesday that the most recognized third-party car listings brand will extend their relationship with one of the most recognizable names in all of American motorsports in a multi-year agreement. Coming with the deal includes a slight bump in primary races for both 2012 NASCAR Cup Series champion Brad Keselowski and 2018 NASCAR Cup Series champion Joey Logano. Autotrader will take their first race of 2021 with Keselowski this weekend for the Folds Of Honor QuikTrip 500 at Atlanta Motor Speedway.

The paint scheme for Keselowski will feature the names of veterans, which has become a tradition for him when visiting Atlanta with Autotrader. He will also wear a special helmet to be auctioned off with proceeds benefitting veterans in need.

Autotrader, owned by Cox Automotive, began its relationship with Team Penske in 2014. The new extension gives both Keselowski and Logano a combined six races in the Autotrader orange and blue. Autotrader will remain on both cars as an associate for the entire 2021 season as expected.

“Following a strong 2020 season, we look forward to continuing our longstanding sponsorship with Team Penske,” said Steve Rowley, president of Cox Automotive. “Our relationships with Brad, Joey, and everyone at Team Penske are so valuable to our business. This partnership allows us to elevate our brands by aligning with a world-class sport, racing team, and drivers – not to mention, the ability to connect with some of the most passionate fans in sports. We share their enthusiasm for NASCAR, and these connections help us to build awareness for Autotrader’s efforts to make car buying easier.”

As for Keselowski’s sponsor schedule, he is expected to retain Autotrader for Martinsville in April, and Las Vegas in September during the Playoffs.

“It’s great to have Autotrader back on board for 2021,” Keselowski said. “They’ve been a great partner with us for several years and do a lot to activate with our fans, which is really cool.  I think it’s so important to have partners in our sport that aren’t just on the side of the car, but actually have active programs and platforms to engage the fans.”

Driver No. 22 will swap out his bold red and yellow Shell/Pennzoil for Autotrader at Talladega in April, Sonoma in June, and New Hampshire in July.

“As a driver, you always enjoy when a consumer-facing brand is on the side of your car because you instantly know that the fans know who you are representing,” said Logano. “As a huge fan of cars, and someone who likes to buy and sell, it’s great to be associated with Autotrader. I’ve been fortunate enough to represent them for the last several years – now I just need to get them to Victory Lane.”

Since 2017, Autotrader has visited victory lane three times, all with Keselowski. He’ll look to bring home number four this weekend in Atlanta.

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