LAS VEGAS — HighPoint, a leading customer service and technology solutions company, will be the primary sponsor on Stewart-Haas Racing’s No. 10 Ford Mustang driven by Aric Almirola for the South Point 400 NASCAR Cup Series race at Las Vegas Motor Speedway.
HighPoint, which also sponsors SHR’s Chase Brisoce in the NASCAR Xfinity Series, hopes to take full advantage of its sponsorship to reach the rapidly growing tech industry in Las Vegas.
“Our entry into NASCAR has quickly opened doors that might’ve taken years for us to open,” HighPoint CEO Mike Mendiburu said. “When the chance came to become a primary sponsor in the NASCAR Cup Series in a market as important as Las Vegas, it was a no-brainer. It’s a quick and high-profile way for HighPoint to stand out and let businesses know who we are and what we’re about – serving our customers as a trusted advisor on how they acquire, consume and adopt technology.”
HighPoint is the official IT solutions provider for SHR, joining the team in January. NASCAR offers a strong business-to-business component with approximately 140 Fortune 500 companies invested in the sport. Since the season began in February at Daytona (Fla.) International Speedway, HighPoint has been able to engage with numerous brands. SHR facilitated one such relationship with Haas Automation, the largest CNC machine tool builder in North America.
Haas Automation is building a 2.4-million-square-foot factory on 279 acres in Henderson, Nevada, just a 30-minute drive south of Las Vegas Motor Speedway. Ground has been broken with a scheduled completion date in late 2022. Google and Amazon have expanded to Las Vegas, with many other, smaller tech companies also calling the area home. A large number have congregated in downtown Las Vegas at Bank of America Plaza to create an “innovation center” with online retailer Zappos.com serving as an anchor to this tech ecosystem.
Almirola is enjoying a career year in 2020, with more top-fives (six) and laps led (288) than in any of his eight previous full-time seasons in the NASCAR Cup Series. And with his fifth-place finish last Saturday night at Bristol (Tenn.) Motor Speedway, Almirola tied his mark for the most top-10s in a single season (17) and advanced to the second round of the NASCAR Playoffs.