Axalta Coating Systems and Pocono Raceway today jointly announced a multi-year partnership that will include an integrated sponsorship campaign and the renaming of this year’s June NASCAR Sprint Cup Series (NSCS) race held at ‘The Tricky Triangle.’ The “Axalta ‘We Paint Winners’ 400” marks the first time that Axalta will be a title sponsor in a NASCAR Sprint Cup Series race.

As a part of the overall program, Axalta plans to leverage its sponsorship across multiple platforms which will include digital and social media, traditional marketing outreach, and customer and community race-day events.

“Axalta is proud of its 22-year motorsports partnership. As a leader in the US refinish business, our paint graces racecars that burn rubber on the track each season and we proudly support four-time NASCAR Cup Series champion Jeff Gordon,” said Axalta vice president and head of its North America business, Nigel Budden. “Now, we are pleased to expand our racing involvement as Pocono Raceway’s title sponsor of the upcoming race on June 7th. We look forward to cheering on Gordon, as he vies for a seventh win at Pocono Raceway.”

Axalta has a long-history in the racing industry. In addition to being the sponsor of the No. 24 Axalta Chevrolet SS, driven by Jeff Gordon, Axalta is also the official paint supplier of Stewart-Haas Racing and Hendrick Motorsports.

“We are very excited to share this great news, in cooperation with everyone at Axalta Coating Systems,” said Pocono Raceway president/CEO, Brandon Igdalsky. “They have been a great addition to the Pocono Raceway family, and we look forward to growing this relationship in 2015 and beyond. What makes this even more special is the fact we get to work hand-in-hand with a true global powerhouse who also calls the Commonwealth of Pennsylvania ‘home.’”