New NASCAR Sponsorships Highlight the Value of Premium Event Access, and How Concierge Live Helps You Leverage It

Introduction

NASCAR has recently landed notable sponsorship deals with Tide and Krispy Kreme, both of which offer unique branding assets (e.g., branded pit-road striping for Tide, the “donut” burnout focus for Krispy Kreme) that go beyond logos and into experience. For companies managing event access, whether for employees, clients, prospects or community partners, these kinds of high-visibility, high-engagement events offer major opportunity.

But with opportunity comes complexity: allocating tickets, distributing assets, tracking usage, and measuring outcomes all matter. That’s where Concierge Live comes in.

Key Takeaways from the NASCAR Sponsorship News

• Experiential branding is evolving. Tide’s branding all down the pit road and a paint scheme on a car show how sponsorships are becoming immersive.

• Non-traditional branding moments matter. Krispy Kreme’s deal centers around the post-race burnout moment, a fun nod that creates social and cultural relevance.

• New brands entering sport-service categories. These deals are part of how NASCAR’s sales team is bringing in new kinds of brands and ideas into the sport.

• Hospitality and guest experiences scale differently. With bigger branding deals come more hospitality opportunities, suites, pit-lane access, client experiences, but these must be managed smartly.

How Concierge Live Helps You Make Event Access Work Strategically

When you hold tickets or hospitality access tied to a major event like a NASCAR race, it’s not just about seats. It’s about how you use those seats for business and culture. Here’s how Concierge Live supports that:

• Automated Allocation & Workflow Management
  Define who gets access (top employees, high-value clients, prospects, charitable guests), set approval workflows, and distribute tickets seamlessly, no spreadsheets, no guesswork.

• Guest Journey & Experience Tracking
  Monitor when guests request tickets, attend events, and follow up. Ensure your hospitality programs actually deliver the experience and engagement you intend.

• Usage Analytics & Business Outcome Insight
  Track who used access, how often, which event types generated the most value, and feed those insights into your next strategy.

• Compliance & Transparency for All Stakeholders
  With high-profile events, perfect transparency matters. Concierge Live provides audit trails, policy enforcement, and clear reporting so you can show fairness, value, and impact.

Conclusion

The Tide and Krispy Kreme deals are more than sponsorships; they reflect how events are becoming fertile ground for business impact, brand alignment, and guest experience. For organizations with access to premium event assets, the key question isn’t just “Which tickets do we give out?” but “How do we use them strategically and measure the impact?”

With Concierge Live, you can ensure your event access becomes a strategic lever for culture, relationships, growth, and community impact, not a line-item with unclear value.