Anduril Industries, a startup specializing in defense and space technologies, has reached a Hendrick Motorsports sponsorship deal, further increasing its involvement in the NASCAR scene. The Costa Mesa, California-based company will sponsor Hendrick Motorsports’ No. 24 Chevrolet, driven by William Byron, providing Anduril with a way to engage with a motorsports audience that is known for its strong connection to military members.
Company Background and Growing Sports Marketing Initiatives
Founded in 2017 by a group including entrepreneur Palmer Luckey, Anduril Industries produces advanced technological products such as drones, rocket motors, and autonomous, AI-powered devices. The company holds contracts to deliver equipment to several branches of the U.S. military, and its main competitors include longstanding defense contractors like Lockheed Martin and Northrop Grumman, as well as newer entrants like Palantir in the AI and defense technology space. Earlier this year, Anduril was announced as the title sponsor of the first NASCAR race to be held on a military base, taking place in 2025 at Naval Base Coronado near San Diego. Through that arrangement, Anduril also became the official defense partner of NASCAR.
Details of the HMS Sponsorship and Market Value
Under the Hendrick Motorsports sponsorship deal, Anduril will back the No. 24 car in two races per year between 2026 and 2028. The first two races to feature Anduril branding will be the San Diego military base event in June and the NASCAR return to Chicagoland Speedway over the 4th of July weekend next year. Although the exact financial figures have not been disclosed, sponsorships involving two primary events with a leading team like Hendrick Motorsports usually command fees from the high six-figure to low seven-figure range.
Anduril’s engagement with sports is not limited to NASCAR, as it already holds marketing deals with Ohio State and the Chargers. The company’s prominence was highlighted earlier this summer when it disclosed to Bloomberg that it had achieved a valuation of $30.5 billion, making Anduril one of the most valuable partners in Hendrick Motorsports’ roster. Distinctively, Anduril’s involvement is focused solely on consumer brand exposure, differing from many other HMS sponsors who typically leverage business-to-business connections with Rick Hendrick’s dealership ventures.
Connecting Technology, Defense, and NASCAR’s Military Audience
“For Anduril, we’re always looking for opportunities to do two things that, No. 1, recognize and reach the military community, and when you look across all sports, NASCAR is atop of the index there. And No. 2, break through in culture in interesting, unexpected ways for a defense company. We are really focused here on the mission of how we can use advanced technology to support the war fighter, and the ways in which we can connect our vision with the ability to have this incredible platform like NASCAR that we reach the community with felt like a perfect fit.”
— Jeff Miller, VP/Marketing, Anduril Industries
The Hendrick Motorsports sponsorship deal was arranged with help from CAA, further emphasizing Anduril’s intention to build consumer awareness and reach new audiences through high-profile motorsports.
Potential Impacts of the New NASCAR Alliance
Anduril’s collaboration with Hendrick Motorsports underlines a growing trend of technology and defense companies entering the NASCAR landscape to engage fans, particularly those with ties to the military. With upcoming races at prestigious venues such as Naval Base Coronado and Chicagoland Speedway, the partnership stands to deepen Anduril’s visibility and enhance connections with military-affiliated spectators, while bringing innovative branding into the sport. The move is likely to set an example for other defense technology firms seeking new ways to interact with broad consumer bases through sports.
