The Hendrick Motorsports auto racing team this week announced a new, expanded multi-year sponsorship deal with Panasonic. The deal includes primary sponsorship of Jeff Gordon‘s number 24 car in two Sprint Cup races each year through 2016 and an associate-level sponsorship for other races. Panasonic and Hendrick Motorsports have had a technology partnership deal since 2007.

Jeff Gordon is a four-time Sprint Cup Series winner and one of the most recognizable faces in NASCAR.

The sponsorship also means a new paint job for Gordon’s number 24 car. The car, complete with a blue Panasonic paint job, will debut this weekend at the Sonoma Raceway in California. The car will also make an appearance on August 31 at the Atlanta Motor Speedway. A die cast model of the new car and a new t-shirt featuring the same style are already available for pre-order through Gordon’s website.

“We’re looking forward to working with Panasonic in a new way, and I can’t think of a better place for their debut with the number 24 team,” said Gordon. “This is the next step in what’s already been a successful partnership, and it’s going to be fun to take it to another level. We hope to kick it off with a win this weekend for Panasonic and Toughbook.”

For Panasonic, the upside of the deal is promoting its cameras, computers, and displays. Panasonic’s “Toughbook” notebook brand will appear on the number 24 car’s quarter panels.

“To maximize the value of a NASCAR sponsorship, you need to partner with proven teams and drivers that exemplify your brand,” said Rance Poehler, president of Panasonic System Communications Company in North America. “Hendrick Motorsports and Jeff Gordon have a record of excellence that is a perfect fit for Panasonic and its Toughbook brand. We’ve been a technology partner of Hendrick Motorsports for many years, and as our business evolves to solutions and deeper partnerships with our customers it is an excellent time to extend our relationship from behind the scenes to the car on the track.”

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