Hendrick Motorsports has selected Innovative Partnerships Group as its agency of record to support the organization’s commercial strategy and partnership development.
Innovative Partnerships Group will work closely with Hendrick Motorsports to create innovative sponsorship programs and platforms designed to grow the long-term value of the team’s NASCAR Cup Series and NASCAR O’Reilly Auto Parts sponsorship portfolio.
The collaboration will focus on identifying new brand opportunities, particularly with non-endemic partners, and developing integrated programs that extend beyond the racetrack. Areas of exploration include future-focused concepts such as the “garage of the future,” immersive brand integrations, and campus-wide activations that enhance the Hendrick Motorsports experience for partners and fans alike.
To support the engagement, Innovative Partnerships Group will dedicate business development resources in Charlotte to work alongside the Hendrick Motorsports team.
