CarGurus Partners with NASCAR Canada: A Thrilling New Chapter in Automotive Marketing

In an exciting announcement made on May 5, 2026, CarGurus Inc. (Nasdaq: CARG), a leading online automotive platform, has secured a multi-year partnership with NASCAR Canada. This collaboration positions CarGurus as the Presenting Partner and the Official Automotive Marketplace for the NASCAR Canada Series. This strategic move not only emphasizes CarGurus' commitment to enhancing the car shopping experience but also aligns the brand with one of the most beloved motorsport series in the country.

As part of the new partnership, CarGurus will serve as the entitlement partner for two key races during the NASCAR Canada Series, kicking off with the highly anticipated CarGurus 200 at Canadian Tire Motorsport Park in Ontario. This inaugural event marks the start of the racing season and underscores CarGurus' growing influence in the automotive marketplace. Alongside CarGurus, other official partners such as Pinty’s and NAPA Auto Parts will contribute to this thrilling series.

Alan Labrosse, General Manager of NASCAR Canada, expressed enthusiasm about the partnership: “We are thrilled to welcome CarGurus as a Presenting Partner of the NASCAR Canada Series and a race entitlement partner at CTMP. CarGurus has become a trusted guide for consumers and dealers throughout the car buying and selling experience, and we look forward to working together to reach racing fans across Canada.”

With a mission to provide innovative tools and features, CarGurus aims to empower consumers in their vehicle purchasing journeys. The platform offers valuable resources including price drop alerts, transparent deal ratings, price history tracking, and the ability to initiate financing online. This commitment to leveraging technology and data analytics positions CarGurus as an industry leader in trust and transparency within the automotive marketplace.

Dafna Sarnoff, Chief Marketing Officer of CarGurus, remarked on the partnership's significance: “CarGurus is driven by the idea that unbiased expert guidance and fast-moving innovation brings more trust and transparency to the car shopping experience. After 10 years in Canada supporting millions of shoppers, our mission to help shoppers feel confident they’re getting their best deal is stronger than ever. Our partnership with NASCAR Canada brings this energy to life, connecting our brand with a community that, like CarGurus, is growing rapidly in Canada.”

The partnership will see CarGurus integrated across various platforms and events within the NASCAR Canada Series. This includes race entitlements, digital activations, and fan engagement initiatives designed to create a closer connection between racing fans and the CarGurus brand. The collaboration aims to captivate a broader audience while enhancing the overall fan experience throughout the racing season.

The NASCAR Canada Series, which runs from May through September, serves as the premier motorsports league in Canada. It features top drivers and teams competing across diverse racetracks, offering thrilling entertainment for fans nationwide. With broadcasts available in both English and French on platforms such as RevTV, TVA, and TSN, along with streaming options on RevTV’s YouTube channel, the series has a robust reach.

Since its inception in 2007, the NASCAR Canada Series has evolved into a prominent development platform for drivers aspiring to advance to national divisions and other elite motorsports series. The series recently celebrated its 200th race and unveiled a new brand identity, transitioning to a presenting partner model that includes well-known names like Pinty’s Foods and Evirum.

CarGurus' partnership with NASCAR Canada marks a significant milestone in the intersection of automotive marketing and motorsports. By aligning with a series that resonates with Canadian racing fans, CarGurus not only enhances its brand visibility but also reinforces its commitment to providing consumers with a trustworthy and transparent car shopping experience. As the racing season unfolds, both CarGurus and NASCAR Canada are poised to deliver exhilarating moments on and off the track.