Advance Auto Parts is one of the leading automotive aftermarket parts companies in the nation. The company is advancing its message further by agreeing to a partnership with IndyCar.

Advance Auto Parts AAP (NYSE: AAP), announced a multiyear agreement to become the official sponsor of IndyCar’s checkered flag used at each NTT IndyCar Series race through the 2025 season. Advance Auto Parts will also become the official automotive aftermarket company for IndyCar.

The partnership connects Advance’s distinctive logo, which features the checkered flag icon, with the iconic flag NTT IndyCar drivers battle for at the end of each race.

Through the agreement, Advance also becomes the official automotive aftermarket retail partner of IndyCar and Indianapolis Motor Speedway (IMS).

Advance’s marks will be displayed on the iconic IMS Scoring Pylon and other digital boards throughout the “Racing Capital of the World” for its signature events, including the Indianapolis 500 presented by Gainbridge in May and the Brickyard Weekend tripleheader in August.

“We’re honored to welcome Advance Auto Parts to both the IndyCar and Indianapolis Motor Speedway families,” said Mark Miles, president & CEO Penske Entertainment Corp. “Advance is a world-class and highly respected brand, and the perfect partner emblem to display on the checkered flag welcoming our NTT IndyCar Series drivers to the finish-line at the iconic Yard of Bricks and across all of our events.”

There is also a charitable component to Advance’s partnership with IndyCar during the 2023 season. As race-winning drivers strategically use “advance” as a verb in their post-race interviews, Advance will gift winning drivers a cash prize to be donated to a charity of their choice.

That’s a unique way to ensure product placement.

“It’s a privilege to associate the Advance brand and our checkered flag with those used at the Indianapolis 500 and every IndyCar race,” said Jason McDonell, Advance’s executive vice president of merchandising, marketing, and eCommerce. “We know IndyCar fans are incredibly passionate about the sport, its heritage and future.

“Whether they’re road-tripping to the next race or tackling their everyday commute, race fans know we’ll be ready with quality auto parts and expert advice to help them advance to their own checkered flag.”

Advance and IndyCar also will team up on a unique content series viewable on the NTT IndyCar Series’ Facebook, Twitter, and Instagram. Leading into each race weekend, IndyCar will create a video highlight reel celebrating the most exciting wins and checkered flag moments at that track, giving race fans an opportunity to witness some of auto racing’s most historic wins though archived footage.

The 2023 NTT IndyCar Series season starts with the Firestone Grand Prix of St. Petersburg presented by RP Funding on Sunday, March 5 (Noon ET on NBC, Peacock, IndyCar Radio Network).