Spectrum has entered into a multi-year agreement as the primary sponsor for Spire Motorsports in a move that boosts the Spire Motorsports NASCAR partnership. Launching with the Daytona 500 on February 15, 2026, at Daytona International Speedway, Spectrum’s branding will appear on Carson Hocevar’s No. 77 Chevrolet across numerous races in the NASCAR Cup Series.
This collaboration brings together Spectrum — a major connectivity provider — the rising star Carson Hocevar, and Spire Motorsports, forming a significant alliance set to influence the NASCAR landscape in the coming years.
Spectrum and Spire Motorsports Announce New Sponsorship
Spectrum’s involvement in NASCAR was unveiled with excitement as the company secures a role as the primary sponsor for Spire Motorsports, with coverage starting at one of the sport’s hallmark events, the 68th Daytona 500. The iconic Spectrum branding will be visible on Hocevar’s race car for a series of scheduled Cup Series events during the 2026 season, cementing the partnership’s high-profile nature.
Sharon Peters, Executive Vice President and Chief Marketing Officer at Spectrum, expressed the alignment of values between the two organizations:
“NASCAR is built on speed, passion and innovation — and that spirit aligns perfectly with what we deliver every day at Spectrum as America’s Connectivity Company,”
said Sharon Peters, Executive Vice President and Chief Marketing Officer at Spectrum.
“Carson and Spire are not only incredible competitors, but also proud Spectrum customers. With our fastest, most reliable Fiber-Powered Internet and Seamless Connectivity, we help fans follow every moment of the race wherever they watch — and support the teams and businesses behind the sport with the technology and reliability they depend on.”
Following its debut at Daytona, the No. 77 Chevrolet, driven by Hocevar, will showcase Spectrum’s livery at several prominent races as the 2026 NASCAR schedule unfolds across the country. This collaboration also marks a personal milestone for Hocevar, as it revives his childhood connection to Spectrum. Raised in Portage, Michigan, Hocevar first raced with Spectrum’s logo on his early cars, thanks to a local sponsorship arranged by his father for exchange in local advertising.
Leadership and Team Perspectives on the Deal
Spire Motorsports Co-Owner Jeff Dickerson emphasized Spectrum’s stature and appeal among fans:
“Spectrum is a blue chip, iconic American brand that we know resonates with the NASCAR fan base,”
said Jeff Dickerson, Co-Owner, Spire Motorsports.
“This is a high-energy partnership to roll out, beginning with the Daytona 500. Carson is one of the most talented drivers across the sport, so I’m not sure we could have found a more perfect fit. We’re thrilled to welcome Spectrum to Spire Motorsports’ family of partners and to see them market their platform to the NASCAR fanbase by building a program around our No. 77 team and one of the sport’s most exciting personalities.”
This partnership is intentionally designed to maximize engagement within the NASCAR community, leveraging both Hocevar’s skillset and Spectrum’s brand to build momentum throughout the 2026 season.
Carson Hocevar Reflects on His Full-Circle Journey
Carson Hocevar, who earned the 2024 NASCAR Cup Series Rookie of the Year honor, has strong ties to Spectrum dating back to his youth. After a 2025 campaign highlighted by top-five and top-ten finishes, including personal bests at tracks like Atlanta Motor Speedway and Nashville Superspeedway, Hocevar spoke about the deep personal significance of the partnership:
“It’s really cool to have Spectrum on our No. 77 Chevrolet Camaro,”
said Carson Hocevar, Spire Motorsports driver.
“It’s truly a full circle deal. Spectrum was on my quarter midget cars and late models growing up. My dad made a deal to put their logos on my race cars in exchange for local commercials for his coin and jewelry store. It’s surreal to reflect on that time and think now I’m racing on Sundays, going into my third season in the Cup Series with Spectrum as a key partner. I’m eager to get to work and wear the Spectrum blue at Daytona.”
Hocevar’s achievements as a rookie, which included securing a first career pole at Texas Motor Speedway and consistent top placements, showcased his rapid development and contributed to his appeal as a rising competitor in the series. His debut with Spire Motorsports in 2023 further established his presence as he garnered notable results in both premier and O’Reilly Auto Parts Series events.
Spectrum’s Presence Across the 2026 NASCAR Schedule
The partnership will see Spectrum featured as the primary sponsor on Hocevar’s No. 77 Chevy Camaro for an array of high-profile races throughout the 2026 NASCAR Cup Series. The scheduled appearances are as follows:
1. February 15 – Daytona 500, Daytona Beach, Fla.
2. February 22 – Autotrader 400, Hampton, Ga.
3. April 12 – Food City 500, Bristol, Tenn.
4. May 3 – WÜRTH 400, Fort Worth, Texas
5. May 10 – Go Bowling at The Glen, Watkins Glen, N.Y.
6. June 21 – Anduril 250, San Diego, Calif.
7. July 19 – Window World 450, North Wilkesboro, N.C.
8. September 6 – Cook Out Southern 500, Darlington, S.C.
9. September 13 – Enjoy Illinois 300, Madison, Ill.
10. October 4 – South Point 400, Las Vegas, Nev.
11. October 11 – Bank of America 400, Concord, N.C.
12. October 25 – YellaWood 500, Talladega, Ala.
13. November 8 – NASCAR Cup Series Championship, Homestead, Fla.
This lineup ensures widespread exposure for the Spire Motorsports NASCAR partnership, with Spectrum branding visible at premier tracks and events that form the backbone of the racing calendar.
Broadcast and Fan Engagement Plans
The much-anticipated 68th Daytona 500 will be televised live on FOX on Sunday, February 15, kicking off the new season at 2:30 p.m. Eastern. Fans can also tune in via the Motor Racing Network or SiriusXM NASCAR Radio Channel 90, ensuring broad access to coverage of Hocevar’s campaign as he pilots the Spectrum-liveried machine at major venues across the United States.
With Spectrum’s technology supporting real-time updates for fans and the brand’s visibility on one of the series’ most energetic young drivers, this partnership is expected to boost engagement among NASCAR enthusiasts and further strengthen the bond between the sport, its competitors, and leading American companies.
As the Spire Motorsports NASCAR partnership unfolds, all eyes will be on Carson Hocevar and his team as they aim for top results, with Spectrum’s blue and white colors marking a new era of excitement and innovation throughout the Cup Series season.
