NASCAR’s branding strategy is very unique and has successfully integrated into its marketing strategy which has led to many financial successful partnerships with major sponsors such as Mountain Dew, Target, Lowes, and many more successful companies within the United States. A branding strategy is a long term plan for the establishment and development of successful brand in order to achieve desired results which will affect all aspects of a business and is directly related to the customer behavior including their needs, emotions and their environment. (Keller, Dekimpe, & Geyskens, 2016) One of the more unique ideas used within NASCAR’s brand strategy was with the partnering and co-branding with other companies which would include brand names