Uploaded May 2026 | Updated September 2026, 1 week ago
Without sponsors, there is no NASCAR as we know it. All the companies with colorful logos foot the bill for these race teams to go racing hoping, in turn, to get enough eyeballs on their logo to entice potential customers to use their product.
But it’s about more than just a pretty paint scheme. Just slapping some logos on the cars and wishing the team good luck rarely works. The real key is in activation. That comes in a variety of forms for any given sponsor, but most sponsors will do something at the race event to get fans involved.
At Watkins Glen for the NASCAR race weekend, men’s clothing brand COOFANDY was the primary sponsor on the Joe Gibbs Racing number 20 car driven by Christopher Bell. This is the company’s 2nd race as a primary sponsor, and it sees NASCAR fans as a strong avenue to grow its brand in the US.
The brand started in 2015 and sells its clothing on Amazon, TikTok and its own website. It has grown exponentially of the last 9 years, expanding to countries and regions around the world and using digital strategies to fuel its continued growth.
Now it has decided to tap into the NASCAR market, aligning with Joe Gibbs Racing and driver, Christoher Bell. Currently the Watkins Glen race is the only race where COOFANDY is the primary sponsor, and the company is working hard to make the most out of the event.
COOFANDY’S activation strategy for the weekend involved bringing fans from its social media pages to the track as VIPS. These fans were able to enter a contest to win a trip to Watkins Glen that included VIP tickets, Garage Passes and a meet and greet with the driver.
The company also tapped into social media creators and influencers. It started with creators who are already used by COOFANDY to promote its brand, but have zero NASCAR knowledge. Then it found creators seen as having a strong NASCAR following but aren’t connected to the brand. COOFANDY invited these creators to join their fans and spend the day with the COOFANDY corporate team watching the COOFANDY NASCAR team get ready to race.
The day’s agenda was a meet and greet with Christopher Bell, an educational tour of the pit box, an up close look at the race car being prepped for the race, a tour of the race hauler, lunch with the team, and tickets to watch the race from the front stretch grandstands.
The general idea is that the fans who were at the race as VIP guests will talk about their adventures. The creators who joined the group will post pictures and video. And fans, friends and followers of all of them will have a new brand embedded in their periphery.
It was an interesting day seeing how a sponsor that is relatively new to the sport of NASCAR is working hard to get the most out of the spend.
Without sponsors, there is no NASCAR as we know it. All the companies with colorful logos foot the bill for these race teams to go racing hoping, in turn, to get enough eyeballs on their logo to entice potential customers to use their product.
But it’s about more than just a pretty paint scheme. Just slapping some logos on the cars and wishing the team good luck rarely works. The real key is in activation. That comes in a variety of forms for any given sponsor, but most sponsors will do something at the race event to get fans involved.
At Watkins Glen for the NASCAR race weekend, men’s clothing brand COOFANDY was the primary sponsor on the Joe Gibbs Racing number 20 car driven by Christopher Bell. This is the company’s 2nd race as a primary sponsor, and it sees NASCAR fans as a strong avenue to grow its brand in the US.
The brand started in 2015 and sells its clothing on Amazon, TikTok and its own website. It has grown exponentially of the last 9 years, expanding to countries and regions around the world and using digital strategies to fuel its continued growth.
Now it has decided to tap into the NASCAR market, aligning with Joe Gibbs Racing and driver, Christoher Bell. Currently the Watkins Glen race is the only race where COOFANDY is the primary sponsor, and the company is working hard to make the most out of the event.
COOFANDY’S activation strategy for the weekend involved bringing fans from its social media pages to the track as VIPS. These fans were able to enter a contest to win a trip to Watkins Glen that included VIP tickets, Garage Passes and a meet and greet with the driver.
The company also tapped into social media creators and influencers. It started with creators who are already used by COOFANDY to promote its brand, but have zero NASCAR knowledge. Then it found creators seen as having a strong NASCAR following but aren’t connected to the brand. COOFANDY invited these creators to join their fans and spend the day with the COOFANDY corporate team watching the COOFANDY NASCAR team get ready to race.
The day’s agenda was a meet and greet with Christopher Bell, an educational tour of the pit box, an up close look at the race car being prepped for the race, a tour of the race hauler, lunch with the team, and tickets to watch the race from the front stretch grandstands.
The general idea is that the fans who were at the race as VIP guests will talk about their adventures. The creators who joined the group will post pictures and video. And fans, friends and followers of all of them will have a new brand embedded in their periphery.
It was an interesting day seeing how a sponsor that is relatively new to the sport of NASCAR is working hard to get the most out of the spend.
