Axalta is now the Official Paint Partner of NASCAR, after entering into a multi-year agreement with the stock car racing venture. “Our affiliation with NASCAR runs deep,” Axalta chairman and CEO Charles Shaver said. “We were the Official Finish for nearly 20 years before taking some time to strategically develop our program. With this new agreement, we can grow our reach and leverage partnerships throughout the sport for business development opportunities with like-minded companies who need or use coatings. Motorsports represents all the things we see in ourselves; team work, high performance, a drive to be better, and winning.” As part of the partnership, Axalta joins the NASCAR Fuel for Business Council, bringing together a group of more than 50 official NASCAR partners to buy and sell products and services from one another.  “Axalta is a category leader and we’re pleased to welcome them back to our diverse portfolio of Official Partners,” said Daryl Wolfe, chief sales and partnership officer, NASCAR and ISC. “This new agreement is largely in place due to the strong return on investment Axalta receives in the sport. This partnership will further complement that integrated approach and drive business for years to come.” Axalta has a long connection to NASCAR, dating back to 1992 when it sponsored a 21-year-old rookie from California, Jeff Gordon. In 2016, Axalta became the fifth Founding Partner at Daytona International Speedway’s (DIS) new motorsports stadium, receiving 32,000 sq ft of branding and engagement opportunities in the Center Injector. Additionally, the brand serves as a primary sponsor with Hendrick Motorsports, a partnership that has been in place for more than a quarter century. Axalta’s relationship with the sanctioning body dates to 1996, when it became an Official Partner, a partnership that spanned 17 years.