Superior Essex Communications, the leading manufacturer of communications cable and accessory products in North America, has partnered with championship-winning organization Stewart-Haas Racing, the team announced on Thursday.
As part of the agreement, Superior Essex will be permitted to leverage Stewart-Haas and its NASCAR platform to generate business-to-business relationships while simultaneously building awareness of the brand.
The highlight of the newfound agreement for Superior Essex is a one-race primary sponsorship of Noah Gragson and the No. 10 Ford Mustang Dark Horse at Richmond Raceway on March 31.
For the company, the placement of the primary sponsorship is strategic, as Superior Essex Communications played a large part in the track’s recent modernization, with its optical fiber cables sending data, graphics, and video to the massive infield scoreboard, in addition to a host of other communications needs throughout the state-of-the-art facility.
“Pushing the boundaries of what’s possible to where we can help our customers deliver information, technology and creativity is what we’re all about at Superior Essex Communications,” said Brian Ensign, vice president of marketing, Superior Essex Communications. “If you can dream it, we can help bring it to reality. We’ve demonstrated that for more than 90 years. Racing embodies what we do every day – finding efficiencies in a million little things to make big progress. There’s no better way to make that point and create inroads with new customers than with Stewart-Haas in NASCAR.”
Superior Essex Communications is focused on innovating the future of smart and sustainable communications by developing technology that connects and respects the world. Government initiatives supported by the company to increase U.S. high-speed internet access for all Americans include the White House’s Internet for All program and the National Telecommunications and Information Administration’s (NTIA’s) Broadband Equity, Access and Deployment (BEAD) program.
Beginning this weekend at Daytona, Superior Essex Communications will have branding on the lower rear quarter panel of the No. 10 Ford Mustang, driven by Gragson, a 13-time NASCAR Xfinity Series winner.
“Racing is a people business as much as it is a sport, and you can’t be successful without good people,” said Gragson, who begins his first season with Stewart-Haas in 2024. “Superior Essex Communications is filled with people who have a never-ending drive and determination to make technology more accessible, more efficient and, more than anything, fast. It’s why they’re with Stewart-Haas and why I’m proud to represent them.”
The partnership between Gragson and Superior Essex isn’t brand-new, with the company having supported the Las Vegas, Nevada-native in the NASCAR Xfinity Series in 2019, also at Richmond Raceway.
