By Emanuele Venturoli| Posted April 13, 2026 | In NASCAR
By Emanuele Venturoli| Posted April 13, 2026 | In NASCAR
In March 2026, NASCAR announced one of its most distinctive commercial partnerships of the modern era: a multi-year agreement with Super.com, a fast-growing savings and membership platform, naming it the Official Savings Partner of NASCAR. The deal marks the first time a brand operating in the travel and financial savings category has secured series-wide official partner status with NASCAR — and it signals a broader shift in the type of companies seeking to activate within American motorsport.
This partnership sits within NASCAR’s broader Official Partner tier — below the four Premier Partners (Busch Light, Coca-Cola, Xfinity, and Freeway Insurance) but carrying full series-wide exclusivity within its category, making it one of the most commercially significant new additions to the 2026 NASCAR partner portfolio
Super.com has been named the Official Savings Partner of NASCAR as part of a new multi-year agreement announced in 2026. The announcement was made on March 11, 2026, positioning Super.com as the exclusive brand in its category — travel savings and financial membership — across the entire NASCAR Cup Series platform for the season ahead and beyond.
The partnership represents a natural convergence of interests. NASCAR’s audience of over 70 million US fans encompasses a broad demographic of working families, frequent travellers, and cost-conscious consumers — precisely the audience that Super.com has built its platform to serve. For Super.com, the NASCAR platform provides unrivalled reach into a commercially engaged fan base that is statistically more likely than most sports audiences to act on branded recommendations. For NASCAR, welcoming a digitally native savings platform into its Official Partner portfolio reflects the sport’s ongoing evolution toward fan-facing, value-driven commercial relationships — a shift visible across the full NASCAR 2026 schedule, from the Daytona 500 in February through to the Championship finale at Phoenix in November.
| Detail | Information |
| Partnership Type | Series-wide Official Partnership (not team-level) |
| Category | Travel, Savings & Financial App |
| Status | Official Savings Partner of NASCAR |
| Announcement Date | March 11, 2026 |
| Agreement Length | Multi-year |
| Primary Activation | Fan savings on travel, hotels and tickets; in-venue branding at NASCAR-owned tracks; digital activation across NASCAR platforms and app |
| Audience Reached | Over 70 million NASCAR fans in the United States |
The Super.com–NASCAR deal operates at the series-wide official partner level, meaning it is an agreement held directly with NASCAR rather than with an individual team or driver. This gives Super.com activation rights across all Cup Series events and platforms throughout the season. The partnership encompasses both a fan-facing savings element and a broader brand visibility component — making it one of the more practically purposeful partnerships in the current NASCAR commercial landscape.
At the heart of the Super.com–NASCAR partnership is a direct fan benefit: discounted travel and accommodation packages tied to the Cup Series calendar. Super.com offers a membership-based savings model — subscribers gain access to reduced rates on hotels, travel bookings, and consumer services — and the NASCAR partnership extends this value proposition to the sport’s fan base in a tangible, practical way.
Fans attending Cup Series races at NASCAR-owned tracks can access Super.com’s member-only rates on nearby hotels and travel arrangements, reducing the overall cost of attending events. This is particularly valuable at high-attendance weekends such as the NASCAR Crown Jewel races — the Daytona 500, Coca-Cola 600, and Southern 500 — where hotel demand around circuit venues typically peaks and travel costs rise sharply. Additionally, NASCAR-branded promotions within the Super.com app provide cashback and discount offers linked to race weekends throughout the season, creating an ongoing reason for fans to engage with the platform rather than treating it as a one-time offer.
Super.com’s activation strategy extends well beyond savings offers. As an Official Partner, the brand receives logo placement across NASCAR’s official digital and social media channels, integration within the NASCAR app, co-branded content distributed through NASCAR’s own media platforms, and physical branding at NASCAR-owned venues. This multi-channel approach reflects Super.com’s identity as a digital-first brand: rather than relying purely on track-side hoardings or broadcast billboards, the partnership is constructed to reach NASCAR’s audience across the platforms where they are most active between race weekends.
This model represents a more sophisticated form of NASCAR advertising than the traditional static billboard or car livery — one built around recurring digital touchpoints tied to the rhythm of a 36-race season. The result is a partnership architecture that feels authentically contemporary rather than conventionally transactional.
Super.com is a Canadian-founded, North American-facing savings and membership platform that offers users access to discounted travel bookings, cashback rewards, hotel deals, and a suite of financial savings tools. The platform operates on a subscription membership model, through which paying members unlock rates and offers unavailable on conventional retail travel sites or general-purpose booking platforms. Super.com’s product suite spans travel (flights, hotels, car hire), financial tools (SuperCash, earned cashback), and retail savings — making it broadly comparable in structure to platforms such as Costco Travel or Rakuten, but with a stronger emphasis on travel and on-the-go consumer savings.
The company has grown rapidly in recent years, expanding its US user base significantly and positioning itself as a challenger brand in the crowded consumer savings technology space. Its decision to pursue a NASCAR partnership is consistent with its broader marketing strategy of associating with large-scale American audience properties in order to build brand awareness among its core demographic — cost-conscious, travel-active consumers between the ages of 25 and 55.
From NASCAR’s perspective, the Super.com partnership addresses several strategic priorities simultaneously. Working with an experienced NASCAR motorsport sponsorship agency helps brands navigate the complexity of these multi-layered commercial conversations.
First, it fills a category — travel and savings — that had no previous exclusive series-wide partner, creating a new commercial lane that generates incremental partnership revenue without cannibalising existing category relationships. Second, it delivers genuine, tangible value to fans in a way that purely image-focused partnerships do not: NASCAR fans who attend races or follow the season online can directly benefit from Super.com’s offers, which is an increasingly important consideration as rights holders seek to demonstrate that their commercial relationships have visible fan impact. Third, it aligns with the broader push to attract digitally native, fintech-adjacent brands into motorsport — a category that has historically skewed toward automotive, energy, and consumer goods, but which is now seeing meaningful interest from technology and financial services companies.
For Super.com, the strategic logic is equally clear. NASCAR’s audience is large, loyal, and commercially responsive — research consistently places the sport’s fan purchase intent rates among the highest in American sports. A series-wide official partnership provides Super.com with scale (70 million US fans), credibility (Official Partner status), category exclusivity (no competing savings platform can hold this position), and a platform for digital activation tied to live sports’ calendar rhythm, which drives predictable, recurring engagement spikes throughout the nine-month Cup Series season.
The Super.com partnership is emblematic of a broader trend reshaping sponsorship in NASCAR and in American sports more broadly: the entry of fintech, savings platforms, and digital-first consumer brands into commercial spaces that were once dominated almost exclusively by automotive, energy, alcohol, and tobacco categories.
Across the major US sports leagues, brands such as Cash App (NASCAR’s 23XI Racing), Coinbase (NBA), Robinhood (various activations), and now Super.com are acquiring sports sponsorship rights as a primary customer acquisition and brand-building tool. These brands are drawn to live sport for the same reasons that have always attracted sponsors — large, engaged audiences with strong brand recall — but they layer on top of this a distinct digital activation capability that older-generation sponsors frequently lacked. They can measure click-throughs from stadium QR codes, track app downloads tied to broadcast mentions, and correlate race-weekend promotions with platform sign-ups — giving their sponsorship programmes a degree of ROI visibility that traditional brand-building partnerships could not easily demonstrate.
For NASCAR and for sports rights holders more broadly, this trend is commercially significant. Digital-first brands tend to be growth-stage businesses with flexible marketing budgets and a willingness to commit to multi-year deals in exchange for exclusivity and scale. They also tend to bring creative activation ideas that enhance the fan experience rather than simply occupying branding real estate. The Super.com–NASCAR partnership, with its tangible fan savings proposition, is a compelling example of what this newer class of sports sponsor looks like in practice.
Five key points that define the significance of this partnership:
For brands interested in exploring similar opportunities within NASCAR’s commercial ecosystem, RTR Sports operates as a leading motorsport sponsorship marketing agency with deep expertise in structuring series-level and team-level partnerships across the sport.
Super.com officially became a NASCAR partner on March 11, 2026, announced as the Official Savings Partner of NASCAR for the 2026 season. This partnership focuses on providing fans with savings on travel, hotels, and tickets, along with on-site activations at NASCAR-owned tracks.
Super.com holds the position of Official Savings Partner of NASCAR, operating in the travel and financial savings category. This category had no previous exclusive partner at the NASCAR series level before this deal, making Super.com the first brand to occupy this commercial position within the sport.
Brands like Super.com enter a series-wide official partnership with NASCAR, which gives them exclusive rights in their product category across all Cup Series events. In return, they receive logo placement in official NASCAR communications, in-venue branding, broadcast integrations, social media content, and the right to use the official NASCAR mark in their own advertising. The deal is negotiated directly with NASCAR rather than with an individual team.
Super.com gains category exclusivity as the only travel and financial savings brand officially partnered with NASCAR, access to NASCAR’s audience of over 70 million fans in the US, branding across race weekends, co-branded digital content, and integration into NASCAR’s official app and platforms. The partnership also allows Super.com to run targeted promotions tied to race events, offering fans cashback or travel deals as part of activation campaigns.
Super.com sponsors the NASCAR series, not an individual team or car. This makes it a series-wide official partner, meaning its branding and rights apply across all Cup Series races and platforms rather than being tied to a specific driver or team livery. It is possible Super.com may also activate at the team level through separate associate deals, but its primary relationship is with NASCAR itself.
For NASCAR fans, the Super.com partnership means access to exclusive travel offers, cashback rewards, and app-based deals tied to race events and race weekends. Super.com has promoted discounted hotel and travel packages for fans attending Cup Series races, making it a practically useful partner rather than purely a branding exercise. Fans who download the Super.com app can access member-only rates on travel bookings, with NASCAR-themed promotions running throughout the season.
RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs. Experience the power and put your brand in front of millions with motorsport sponsorship.
Sponsor a motorsport team today
Emanuele Venturoli holds a degree in Public, Political and Institutional Communication from the University of Bologna. He has built his professional career at the intersection of marketing and sport, with hands-on experience in both basketball and motorsport. He is passionate about motorsport, design and literature, and focuses on helping brands create effective and meaningful partnerships in high-performance sporting environments.
The online platform where you can discover the latest trends, strategies and insights from the exciting world of sports marketing.
View our blog
April 13, 2026
NASCAR’s commercial landscape in 2026 is as expansive as it has ever been. From global consumer brands to regional insurance providers, sponsors at every level of the sport — seri[...]
Read More
April 8, 2026
What Replaced Xfinity as NASCAR’s Series Title Sponsor? O’Reilly Auto Parts replaced Xfinity as the title sponsor of NASCAR’s second national series in 2026, with the series[...]
Read More
April 8, 2026
The NASCAR Cup Series season consists of 36 points-paying races, typically held between February and November. In addition to these championship events, the Cup calendar includes non-points r[...]
Read MoreIn an era where it is possible to get anywhere with a click, there is a strong temptation to approach teams and properties directly for sponsorship projects.
By doing so, we are convinced that we are shortening the value chain, saving time and money. However, these DYI methods are anything but risk-free and what initially appears to be a competitive advantage soon turns into a problem that is difficult to resolve. That’s why there are agencies. And this is why you should rely on us for your sponsorships.
When first approaching a motorsport sponsorship project, it is difficult to know immediately which stakeholders are correct, what the decision flow is, and what the right timelines are for each process. Motorsport is a very specialized field of action, and fitting effectively into its paths can take a lot of time and therefore money. We, on the other hand, know referents and spheres of action and know who to talk to, when and how. So you are also more effective.
Motorsport is an immense passion, and for our heart colors we would be willing to do anything. But business is a different business, and it is important to make the best possible strategic decisions based on independent research, statistics and reliable data. A motorsport sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which racing series, which athlete, which team. This is because we possess a great deal of data and information on ratings, segmentation and attitudes. Because the numbers don’t lie. Never.
Activations are the real heart of motorsport sponsorship. Without them, there remains only a blank sticker on a motorcycle, car or uniform and no contact with the public, no emotional connection, no impact on the bottom line. Then how do you do it? It certainly won’t be the teams or the athletes who will help you leverage sponsorship and enjoy the many marketing rights you have paid for. To bring out the best in a motorsport marketing project, you need an agency that knows how to use sponsorship to engage the fanbase online, to reach out to Shopping Centers, to organize hospitality, to develop B2B and B2C opportunities, and to get “your” athletes in front of millions of potential consumers.
Would you ever go to the dealer who sold you the car and ask if the competitor’s car is better? No, of course. So, how do you expect to get firm measurements of the effectiveness of your sponsorship if you do not rely on someone super partes? At RTR, we have always worked with independent third-party agencies that allow us to know the return on any exposure of your brand on TV and in the media. In addition, we believe in calculating ROI as the ultimate measure of your success-so we can tell you for every penny you spend how much you are making.
We have been involved in motorsport sponsorship and sports marketing for more than 15 years. We are consultants in the sense that our goal is to maximize your investment, but we are also an agency that manages the project from start to finish. We have been doing this since 1995 with passion and professionalism, following three principles that have become cornerstones of our business: independence, verticality and transparency.
I would like to highlight the fact that one of the qualities of RTR is its great ability to approach the sponsorship scenario strategically, together with its passionate attitude, its amazing enthusiasm for solving problems, and its high level of professionalism.
Gianluca Degliesposti
Executive Director Server&Storage EMEA
Eurosport is truly delighted with its business relationship with Riccardo Tafà, who has become extremely popular, thanks to his detailed knowledge of the sports marketing sector and his highly diligent attitude to work.
Francois Ribeiro
Commercial Director
Passion and Expertise are the features that I have found in RTR since the very beginning. Serious and reliable professionals but also very helpful, nice and open-mind people, willing to listen and compare different ideas. All the values in which RTR believes make this agency a partner, not just a supplier, a partner with whom we have had the opportunity to achieve significant commercial results in term of success and image.
Luca Pacitto
Head of Communication
We have been working with RTR Sports Marketing for over 10 years. The objectives and the programmes of collaboration continue to be renewed and to grow with mutual satisfaction. I believe RTR is a team of great professionals led by Riccardo Tafà, who I consider a manager of exceptional skills and with a great passion for his work.
Lucio Cecchinello
Team Principal
I have known and worked with Riccardo Tafà since 1995 when we collaborated for the first time on a project for the Williams Formula 1 team. Several clients followed. After leaving Williams to work for Gerhard Berger then owner of the Toro Rosso F1 Team, I turned again to Riccardo to seek his help in finding a tool supplier for the team and Riccardo duly obliged with an introduction to USAG, a partnership with Toro Rosso which endured for five years. I recently started a new role as Group Commercial Director for the renowned Andretti Autosport organisation and I find myself working with Riccardo once again on a number of interesting projects. Why has this relationship with Riccardo endured ? He’s smart, knows the commercial side of sport inside out and back to front and he’s honest and trustworthy. Riccardo Tafà is a “doer” not a “talker”: in over 20 years I have never had a dispute either with him or with a company that he has introduced and each partnership introduced by Riccardo has delivered quantifiable ROI to rights holder and sponsor alike. I can think of no better testimonial of Riccardo’s diligence, knowledge, contact base and hard work than that.
Jim Wright
Group Commercial Director
The online platform where you can discover the latest trends, strategies and insights from the exciting world of sports marketing.
View our blog April 13, 2026
NASCAR’s commercial landscape in 2026 is as expansive as it has ever been. From global consumer brands to regional insurance providers, sponsors at every level of the sport — seri[...]
Read More April 8, 2026
What Replaced Xfinity as NASCAR’s Series Title Sponsor? O’Reilly Auto Parts replaced Xfinity as the title sponsor of NASCAR’s second national series in 2026, with the series[...]
Read More April 8, 2026
The NASCAR Cup Series season consists of 36 points-paying races, typically held between February and November. In addition to these championship events, the Cup calendar includes non-points r[...]
Read More
