Texas A&M University has made a $335,000 commitment this year to enhance its presence in motorsports, reinforcing a marketing strategy initiated last year. The breakdown includes a $275,000 deal with NASCAR's Haas Factory Team and a $60,000 agreement with IndyCar's Felix Rosenqvist. In exchange, Texas A&M will gain a variety of promotional benefits, including advertising on race cars and driver apparel, VIP hospitality, and social media promotion.
Last October, the university committed $160,000 to be the primary sponsor for Stewart-Haas Racing at two NASCAR events. R. Ethan Braden, Texas A&M's vice president and chief marketing officer, emphasized that motorsports offer a cost-effective and efficient way to reach a national audience, leveraging the university's engineering and military connections with the sport's fan base.
Sponsorship Highlights
- Under the deal with Haas, Texas A&M will be the primary sponsor for Cole Custer’s No. 41 car during the Coca-Cola 600 on May 25. Custer will don a fully-branded Texas A&M firesuit for this race, similar to what was worn during last year's A&M-sponsored event.
- The agreement also includes the university being featured as an associate sponsor throughout the 2025 Cup Series season, with branding on the car.
- Texas A&M will receive 20 all-access VIP credentials for the Coca-Cola 600, along with a tour of the hauler and a meet-up with Custer.
Educational Opportunities
In a significant addition, the contract provides for two paid summer internships for Texas A&M engineering students at Haas' North Carolina race shop. Additionally, there will be an at-track experience for 10 engineering students at Texas Motor Speedway, complete with VIP access to the Xfinity Series race on May 3.
IndyCar Partnership
The partnership with IndyCar is more modest, focusing on branding on Rosenqvist’s helmet and driver suit throughout the 16-race season. The contract ensures visibility during Fox broadcasts, along with smaller hospitality and promotional deliverables. Texas A&M also has rights to Rosenqvist’s name, likeness, and image through the 2025 season.
Visibility on Race Day
Both sponsorships will culminate on May 25, coinciding with the Indy 500, providing a unique opportunity for Texas A&M to showcase its branding during a major racing event. Texas A&M joins other universities like Penn State and Auburn, who have also ventured into NASCAR advertising. With institutional expenses projected at $2.56 billion for 2023-24, this marketing move signifies a strategic investment in visibility and engagement with a broader audience.
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