Solera Extends NASCAR Sponsorship with Hendrick Motorsports Through 2028

Event summary

  • Solera's LoJack brand renewed its NASCAR Cup Series sponsorship with Hendrick Motorsports through 2028.
  • The partnership, initially announced in 2023, provides LoJack with high-visibility marketing platform.
  • Hendrick Motorsports fields four full-time Cup Series entries with drivers Kyle Larson, Chase Elliott, William Byron, and Alex Bowman.
  • LoJack was named 'Vehicle Tracking Solution of the Year' by AutoTech Breakthrough in 2025.

The big picture

Solera's extended sponsorship with Hendrick Motorsports underscores the strategic value of sports marketing in the automotive technology sector. The partnership leverages NASCAR's high-profile platform to reinforce LoJack's brand positioning around performance, protection, and connected vehicle technology. This move aligns with broader industry trends where automotive tech companies are increasingly turning to sports sponsorships to enhance brand visibility and credibility.

What we're watching

Brand Alignment
How LoJack's association with Hendrick Motorsports will impact consumer perception of its vehicle tracking technology.
Performance Metrics
Whether the sponsorship will translate into measurable business growth for Solera through 2028.
Industry Trends
The pace at which connected vehicle technology adoption will grow, influenced by LoJack's high-profile marketing.

Related topics

Automotive