With Jeff Gordon's Paint Job, Nascar Meets a New Brand

Jeff Gordon’s new car sponsorship introduces an unknown brand to Nascar fans
Gordon driving No. 24, the Axalta Coating Systems Chevrolet, in the Poconos 400 on June 9 in Long Pond, Pa. Photograph by Jared C. Tilton/Getty Images

Of all the cars zooming around Nascar ovals for the past two decades, few were as recognizable as Jeff Gordon’s Chevrolet, sponsored by chemical giant DuPont Performance Coatings. It was a splashy partnership: Gordon, a young, California-born driver in a heartland sport, piloting a rainbow-colored set of wheels bearing the name of an old-money American dynasty. His team owner, Rick Hendrick, recently said the DuPont car was “one of the most effective and iconic relationships in sports marketing.”

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