Kelley Blue Book – a Cox Automotive company – will extend its long-standing relationship with Hendrick Motorsports for the 2023 and 2024 NASCAR Cup Series seasons, the organization announced on Tuesday.
As part of the continuing agreement, Kelley Blue Book will serve as a two-race primary sponsor – and a full-season associate sponsor – of 2020 NASCAR Cup Series champion Chase Elliott and the No. 9 Chevrolet Camaro.
The company’s branding will be featured on Elliott’s NASCAR Cup Series entry in a pair of races this season, at Phoenix Raceway in March, and the NASCAR Playoff event at Texas Motor Speedway in September.
“We were just getting started when we first teamed up with Chase Elliott back in 2016, and now Kelley Blue Book eagerly anticipates two more thrilling seasons in partnership with Hendrick Motorsports,” said Ken Kraft, chief marketing officer for Cox Automotive. “With Kelley Blue Book’s support, we hope Chase feels just as confident on the track as car shoppers feel off the track when using Kelley Blue Book to research new and used cars. Continuing to connect with fellow race fans this season via the Chase Elliott sponsorship is a natural extension for Kelley Blue Book, the one-stop resource for car shoppers.”
Kelley Blue Book originally forged a relationship with Hendrick Motorsports in 2014, serving as a one-race primary sponsor, before expanding the agreement to two races of primary sponsorship with Chase Elliott in 2016.
“Kelley Blue Book has been such a big part of my Cup Series career dating back to my very first season, and I’m proud of what we’ve been able to accomplish together so far,” Elliott said. “Not only have they been an outstanding partner for our No. 9 program, but for Mr. (Rick) Hendrick’s entire organization. I look forward to continuing to build our relationship and celebrating more victories with Kelley Blue Book in the years to come.”
When capturing the NASCAR Cup Series championship in 2020, Elliott became the third-youngest champion in the history of NASCAR’s top level. Last season, the Dawsonville, Georgia native scored a series-high five victories, en-route to a fourth-place finish in points.
In addition to individual consumers, Kelley Blue Book’s products are available to car dealers, auto manufacturers, finance and insurance companies, as well as governmental agencies. Partners include Hendrick Automotive Group, which uses Kelley Blue Book in each of its 132 automotive retail franchises across the US.
“We’re proud to continue our relationship with Kelley Blue Book,” said Rick Hendrick, owner of Hendrick Motorsports and chairman and CEO of Hendrick Automotive Group. “It’s been a tremendous collaboration across many levels, from winning races and championships on the track to working together to meet business objectives. In 2023, we look forward to celebrating our 10th season of partnership and continuing to raise the bar.”
