Motorsports
Axalta currently sponsors the No. 24 Camaro of William Byron.[25] Previously, the company sponsored four-time series champion Jeff Gordon's No. 24 car, a relationship which dated back to Axalta's days as DuPont and Gordon's first Cup race in 1992. At the time of his retirement following the 2015 NASCAR Sprint Cup Series, Gordon won three times in an Axalta-sponsored car, all of which came in 2014.[26] During Gordon's career, he ran variations of his Axalta scheme to promote its brands such as Cromax[27] and Standox.[28] On February 12, 2015, Gordon was hired by Axalta as a global business advisor.[1] Following Gordon's retirement, Axalta's sponsorship was moved to Hendrick Motorsports' #88 car, driven by Dale Earnhardt Jr..[29] Additionally, Gordon and Alex Bowman filled in for Earnhardt in the later part of the 2016 season when he was sidelined with concussion symptoms, and stayed with the car with Bowman driving when Earnhardt retired following 2017 before consolidating its efforts on Byron's #24 car in 2021.
In 2014, Axalta sponsored Regan Smith's JR Motorsports Camaro for the Axalta Faster. Tougher. Brighter. 200 at Phoenix International Raceway; the company has been a partner of the team since 2008.[30]
Axalta provided paint for the entire Hendrick team, along with three other NASCAR teams: Kyle Busch Motorsports of the NASCAR Craftsman Truck Series, JR Motorsports, and Stewart–Haas Racing of the Cup Series. However, with the introduction of the Next Gen car in 2022, NASCAR has mandated that all NASCAR Cup Series cars must be wrapped in vinyl to aid in pre- and post-race inspections. IndyCar Series team Sarah Fisher Hartman Racing also received paint from Axalta.[31] In addition to sponsoring Gordon, Axalta sponsored the June Cup Series race at Pocono Raceway, known as the Axalta "We Paint Winners" 400[32] (now known as the Pocono 400) and the March Xfinity Series race at Phoenix International Raceway, called the Axalta Faster. Tougher. Brighter. 200 until 2017, when DC Solar replaced it as sponsor.[33][34]
Axalta also sponsors snocross team Judnick Motorsport/Polaris Racing, who field riders Ross Martin and James Johnstad in the AMSOIL Championship Snocross series. The sponsorship lasts through 2017.[35]
In 2015, Axalta became the title sponsor of the C2 Team, which competes in Stock Car Brasil.[36] The team currently fields cars for Júlio Campos and Gabriel Casagrande.[37]
Through its Spies Hecker brand, Axalta provides paint for Formula One team Mercedes AMG F1. Mercedes team principal Toto Wolff stated the lightness of the paint allows the team's Silver Arrows cars to drop in weight, assisting in performance.[38]
