CarGurus X NASCAR
objective
CarGurus wanted to strengthen its presence across Canada by partnering with one of the country’s premier motorsports properties. The objective extended far beyond placing a logo at races—the company sought a national sponsorship platform capable of increasing brand awareness, connecting with automotive enthusiasts, building relationships across the automotive industry, and creating long-term marketing value through exclusive rights and intellectual property.
Finding the right opportunity, however, meant evaluating thousands of potential sponsorships across sports, entertainment, and live events to identify the partnership that best aligned with CarGurus’ Canadian growth strategy.
CAMPAIGN
Using the Anvara sponsorship marketplace, CarGurus identified the NASCAR Canada Series from thousands of sponsorship opportunities in just a few weeks. After discovering the opportunity, Anvara’s White Glove team worked directly with both parties to coordinate negotiations, structure the partnership, manage communication, and execute the agreement.
The result was a comprehensive national sponsorship that positioned CarGurus as one of only five NASCAR Canada Series Premier Partners and the exclusive Official Online Automotive Marketplace for the series.
RESULTS
Within weeks of identifying the opportunity through Anvara, CarGurus secured a national partnership that established the brand as one of the NASCAR Canada Series’ highest-profile commercial partners.
Partnership Highlights
One of only five NASCAR Canada Series Premier Partners
Exclusive Official Online Automotive Marketplace designation
Two annual race title sponsorships, including The CarGurus 250
Broadcast integration across NASCAR Canada Series race coverage
National branding across race marketing, social media, and digital promotions
Premium activation footprint at every NASCAR Canada Series event
VIP hospitality experiences
Intellectual property licensing rights for national marketing campaigns
Year-round introductions to teams, drivers, tracks, and industry partners for B2B relationship building
The partnership immediately launched with a strong awareness campaign across NASCAR Canada Series social channels, introducing CarGurus to one of Canada’s most engaged automotive communities and establishing the brand as a premier partner from the opening race weekend.
Key fact
CarGurus used Anvara to discover the NASCAR Canada Series from thousands of sponsorship opportunities, then worked with Anvara’s White Glove team to streamline discovery, negotiation, coordination, and execution in just a few weeks. The result was a national sports sponsorship that established CarGurus as one of only five NASCAR Canada Series Premier Partners and the exclusive Official Online Automotive Marketplace across Canada.
