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Hispanic auto insurance company Freeway Insurance is renewing and expanding its sponsorship of Trackhouse Racing and its driver Daniel Suarez, as the brand looks to continue leveraging NASCAR’s only Mexican driver to grow its business. Freeway is owned by Confie, an insurance holding company ranked this year as the No. 2 agency in the United States in the personal insurance category by Insurance Journal with more than $3 billion in annual revenue. The extension between Freeway and Trackhouse will be announced later today, with financial terms undisclosed, but the brand will expand its presence on the team’s No. 99 Chevrolet to 12 primary colors next year, including including the Daytona 500. More than half of Freeway’s customers – more than 1 million insurance policies – are Hispanic and 70 percent of the company’s employees are Hispanic. Freeway CEO Cesar Soriano said the key performance indicator of the initial deal was brand exposure, and that it was now extending and expanding its partnership because Suarez had gone ‘above and beyond’ in his promotional work with Freeway. Soriano: “As an example, he signed and met thousands of our customers in our store (one day), and he wouldn’t leave until he signed every photo or talked to the last fan in line. …The other thing is that Daniel’s story inspired us and he has a deep connection with our Hispanic customers – he tells of their challenges and aspirations to achieve the “American Dream.” » Trackhouse owner Justin Marks told SBJ in a text message that the deal is a “perfect example of a marketing partner and team learning together and growing together.”
PIT STOPPING WITH PITBULL: Trackhouse is now in its third season and it has been one of the hottest teams in NASCAR during that time because of how it markets differently than many teams in the sport have traditionally done. One of Trackhouse’s first major moves as a team was to bring on rapper Pitbull as a marketing partner and, given Pitbull’s influence in the Hispanic community, this became another aspect of sponsorship that Freeway hope to benefit. Pitbull, real name Armando Perez, will be at this weekend’s Cup Series race at Homestead-Miami Speedway, and Freeway is working to get the rapper to post a social post for this weekend in which he will wish Suarez and Highway No. 99. -Sponsored car, good luck.
