Freeway Insurance, a division of Confie and the largest independent personal lines agency and broker in the United States, will be joining NASCAR to serve as the fourth Premier Partner of the NASCAR Cup Series.
The official announcement was made in a press conference on Friday at Phoenix Raceway, a racetrack that, as part of this newfound agreement, will serve as the host of the NASCAR Cup Series ‘Freeway Insurance 500’ in the Fall of 2026.
Freeway Insurance replaces GEICO as the fourth Premier Partner of the NASCAR Cup Series, and joins a sponsorship unit that includes Coca-Cola, Busch Light (Anheuser-Busch), and Xfinity.
“We’re thrilled to welcome Freeway Insurance to the NASCAR family as a Premier Partner and a race entitlement partner at Phoenix Raceway,” said Steve O’Donnell, President of NASCAR. “This partnership highlights the strong alignment between our two brands — dedication to serving everyday Americans is at the heart of everything we do. Freeway’s commitment further reinforces the strength and growth of NASCAR’s commercial ecosystem as we continue to attract top-tier partners who see the value and excitement of this sport.”
Freeway Insurance provides affordable, reliable insurance options to drivers and families in all 50 states. Through its extensive retail network, over-the-phone service, and online platform, Freeway helps customers find the right coverage at the right price — from auto, truck, and home to RV and boat insurance. Freeway empowers people to make confident, informed decisions about their insurance needs, reflecting its mission to make quality coverage accessible to everyone. The brand’s commitment to service, trust, and protection aligns seamlessly with NASCAR’s focus on accessibility, innovation, and community.
“At Freeway Insurance, we’re proud to partner with NASCAR — a sport that embodies the same energy, trust, and drive that define our brand,” said Cesar Soriano, CEO of Freeway Insurance and U.S. Army Veteran. “As someone who has served our country, I take great pride in leading a brand that serves hardworking Americans every day. Trust is the foundation of what we do — whether it’s helping families protect what matters most or supporting a sport that fans trust and love. NASCAR’s fans and our customers share the same values — determination, family, and a love of the open road — and the Freeway Insurance 500 will be a celebration of everything that makes this country great.”
As part of the partnership, Freeway Insurance will be prominently integrated across multiple touchpoints of the NASCAR Cup Series, including race entitlements (like the Fall event at Phoenix Raceway), sponsorship of the “Choose Rule” on Motor Racing Network and Performance Racing Network live broadcasts, digital activations, and fan engagement programs designed to bring fans closer to the action and help families win when it comes to their insurance needs.
Freeway Insurance will also become the exclusive Insurance Provider for NASCAR, its social platforms, and all tracks where the national series races. The company will also serve as a prominent partner for Daniel Suarez at Spire Motorsports in 2026.
