Shell’s “Race Day Rewards” Fuel Promotion Shows How Sponsorship Can Deliver Direct Consumer Value
Introduction
As fuel prices remain top of mind for many consumers, Shell is launching a creative new promotion tied to its NASCAR sponsorship with Team Penske’s No. 22 Ford driven by Joey Logano. Starting with the 2026 NASCAR Cup Series season, Shell Fuel Rewards members who opt in to the program will receive a 22-cent per gallon discount on race days at participating stations nationwide.
The initiative, called Race Day Rewards, aligns consumer savings with live sports moments, turning a traditional sponsorship asset into a real-world benefit that extends beyond the racetrack. The offer is available on most Sundays (and some Saturdays) throughout the 37-race Cup Series schedule when members fill up on race days.
About the Race Day Rewards Promotion
Shell’s 2026 NASCAR fuel discount program highlights a broader shift in how sponsorship activations can create value for both fans and everyday consumers:
Performance-Linked Consumer Benefit: Instead of focusing solely on brand exposure during broadcasts or at the track, Shell is tying a direct discount to race days that resonates with consumers’ everyday needs.
Long-Term Seasonal Engagement: By running the program across the full Cup Series schedule, Shell creates recurring opportunities for fan touchpoints and brand interaction, not just a single weekend.
Broad Accessibility: While the offer nods to Logano’s No. 22 car, it’s available to any Shell Fuel Rewards member, opening the activation to a wide audience.
This type of promotion illustrates how brands can extend the utility of their sponsorship assets into meaningful, everyday experiences that connect with consumers in and out of event contexts.
How Concierge Live Helps You Maximize Sponsorship-Linked Access
As sponsorship programs become more creative and multi-dimensional, managing the associated hospitality and engagement assets requires thoughtful systems that turn access and experiences into strategic outcomes. Concierge Live helps organizations do just that:
Strategic Access Mapping
We help align your hospitality inventory, premium seats, suites, VIP experiences, with your brand and business goals, ensuring every touchpoint is intentional.
Engagement Intelligence
Concierge Live captures usage and engagement data that ties hospitality access back to outcomes, helping you understand who engages, how often, and in what contexts.
Audience-Targeted Distribution
Different audiences require different levels of access. Our platform lets you segment visibility and permissions so your most valuable stakeholders see relevant opportunities.
Contextual Workflow Coordination
For serialized programs like multi-week sponsorship activations or seasonal events, Concierge Live supports coordinated timing and communication so access aligns with the cadence of your campaigns.
Outcome-Focused Reporting
Generate customized reports that go beyond headcounts, showing how hospitality and access contribute to strategic relationships and business impact.
Promotions like Shell’s Race Day Rewards remind us that sponsorship success isn’t just about presence, it’s about relevance, consistency, and execution. When access and engagement are managed with intention, organizations can unlock measurable value from every hospitality asset they hold.
