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Yes, that was Under Armour logo on Chase Elliott's hat at Daytona 500

The Baltimore Sun
Under Armour targeted NASCAR fan base in sponsorship deals

It may have caught the eye of casual fans -- Chase Elliott, who held the pole position at last Sunday’s Daytona 500, wearing a cap with an Under Armour logo on the side during pre-race activities.

The Baltimore company didn’t get top billing on the ball cap. NAPA Auto Parts did. But it was hard to miss the logo of Under Armour, which seemed to be getting mileage from its relatively recent partnership with NASCAR teams.

Under Armour has outfitter partnerships with Hendrick Motorsports and Michael Waltrip Racing, outfitting their pit crews and front offices.

Elliott, the son of  NASCAR Hall of Famer Bill Elliott, scored some valuable publicity for Under Armour when he became the youngest pole-sitter ever in the Daytona 500. He didn’t win the race, spinning out on the infield grass. Denny Hamlin was the winner.

But the blue cap worn by Elliott, who drives for Hendrick Motorsports in NASCAR’s Sprint Cup series, highlighted the Under Armour-NASCAR partnership.

Under Armour shares billing on pit crew hats  with such sponsors as NAPA, Nationwide and Lowe’s.

Under Armour signed with Hendrick and Michael Waltrip Racing in 2014.

“The company’s marketing team believed the sport had a passionate and loyal fan base that it hadn’t reached,” SportsBusiness Journal reported in 2014.  “It saw NASCAR team sponsorship as a vehicle to expand its brand awareness and boost sales of both athletic and outdoor apparel.”

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