Farmers Insurance and Hendrick Motorsports have both confirmed that the L.A.-based insurer will not renew its primary sponsorship of the NASCAR team’s #5 Sprint Cup Chevy after its deal expires following the 2017 season. Farmers originally came aboard with HMS’ #5 driven by Kasey Kahne in 2011 for 22 races in a deal that sources valued between $10-15M annually. Farmers, which is represented in motorsports by Just Marketing Int’l, eventually extended its deal in 2014 through the 2017 season, while reducing to 12 primary race sponsorships and serving as an associate sponsor for all other races. The deal with HMS represents Farmers’ only play in NASCAR, and sources were not sure if the brand had plans to redirect resources in the sport or if the move indicated a total exit from NASCAR.(Sports Business Daily)
