Alpha Prime Racing today announced a new 2027 fan development and experiential marketing relationship with Illuminate Experience Group, creating a season-long platform designed to connect brands and fans through NASCAR race weekends, digital content and live experiences.
The relationship will feature Illuminate branding and activation across Alpha Prime Racing’s NASCAR O’Reilly Auto Parts Series program throughout 2027. Rather than being tied exclusively to one driver or car, the program is structured across the Alpha Prime Racing organization, giving the team flexibility to utilize its entries and broader commercial platform to support the partnership throughout the season.
Illuminate will receive dedicated race-weekend sponsorship inventory at 11 events during the 2027 season: Nashville, Miami, Circuit of the Americas (COTA), Sonoma, Phoenix, the summer Daytona event, Indianapolis, Las Vegas, Texas, Atlanta and Chicago. Specific driver and car assignments will be announced as individual race plans are finalized.
Beyond the race car, Alpha Prime Racing and Illuminate plan to develop a broader fan-engagement program that can include show-car appearances, hospitality, driver and team content, watch parties, business-to-business networking, community activations, sponsor introductions, garage experiences and digital campaigns. Additional activation details and event locations will be announced throughout the season as programs are finalized.
“We’re enthusiastic about this opportunity because it gives us the ability to build something that reaches well beyond a traditional race-weekend sponsorship,” said Jusan Hamilton, President of Alpha Prime Racing. “Illuminate is focused on creating experiences and bringing people closer to the sport, and that aligns with how we want to grow Alpha Prime Racing. With multiple race markets, a show-car program and opportunities for partners and fans to engage with us in different ways, there is a lot we can build together in 2027.”
The program is designed to give Illuminate a flexible platform across Alpha Prime Racing’s race teams, partners and fan-facing assets while creating opportunities to introduce new audiences and commercial relationships to NASCAR. Season-long elements are expected to include team and digital branding, race-weekend content, hospitality and other mutually developed fan experiences.
“We see Alpha Prime Racing as a strong platform for creating more meaningful connections between brands, fans and the NASCAR experience,” said Cody Van Vliet, Founder of Illuminate Experience Group. “Our goal is to build experiences that bring people closer to the action, create real value for our partners and give fans new ways to engage throughout the season. We’re excited to work with Alpha Prime Racing and continue developing the details of the program together.”
Alpha Prime Racing and Illuminate will work jointly on the timing and execution of individual race activations, show-car appearances and additional fan-development programs. More details regarding participating drivers, partner brands and individual event activations will be announced as the 2027 season approaches.
— Alpha Prime Racing —