ATLANTA and IRVINE, Calif. -

Rendering of the AutoTrader.com Team Penske No. 22 Ford Fusion that will be driven by NASCAR Sprint Cup driver Joey Logano at the July 13 race at New Hampshire Motor Speedway. (PRNewsFoto/AutoTrader.com). SOURCE: AutoTrader.com

The AutoTrader Group is adding a few “Days of Thunder” and “Talladega Nights” to its calendar.

Two of the group’s companies announced NASCAR sponsorship deals on Thursday: Kelley Blue Book signed a two-year deal with Hendrick Motorsports to be a primary sponsor for Dale Earnhardt Jr. and the No. 88 Chevrolet SS NASCAR Sprint Cup Series team, and AutoTrader.com aligned with Team Penske to sponsor the No. 22 Ford Fusion and driver Joey Logano in the NASCAR Sprint Cup Series.

Starting with KBB’s deal, the company will have full-season associate sponsorship, meaning KBB will be given prominent brand placement on the No. 88 race cars throughout the Sprint Cup season.

The deal also gives KBB primary sponsorship of Earnhardt in one event each year. For the 2014 season, that will happen on June 22, when Earnhardt drives the No. 88 Kelley Blue Book Chevrolet SS at Sonoma (Calif.) Raceway.

This season — which begins Saturday night with the Daytona Speedweeks’ official kick-off and the Sprint Unlimited non-points special event — will be KBB’s first as a NASCAR team sponsor.

“Kelley Blue Book’s sponsorship in NASCAR is the next step in communicating our brand strength and recognition as a vehicle valuation pioneer and leader for new-car shopping and research,” said Steve Lind, vice president of operations for Kelley Blue Book.

“By supporting successful race car driver Dale Earnhardt Jr. and Hendrick Motorsports, coupled with NASCAR’s brand equity, we will reach even more consumers with our message — providing helpful, transparent information on KBB.com to help car shoppers make the best decision possible,” he added.

Earnhardt said: “I’m looking forward to our partnership with Kelley Blue Book. As a car enthusiast and dealership owner, I’ve trusted them for years for vehicle valuation and information. It’s exciting to work with a partner that’s new to the sport, and I’m proud Kelley Blue Book will be on board with the No. 88 team for their debut season in the NASCAR Sprint Cup Series.”

Rick Hendrick is the owner of Hendrick Motorsports and chairman of Hendrick Automotive Group.  The latter is among KBB’s various partners.

“On the dealership side, we’ve worked with Kelley Blue Book for many years,” said Hendrick. “NASCAR is a terrific marketing platform for their products and services, and it presents new opportunities for our companies to work together.

“We’re excited to welcome a new partner and team them with an incredible spokesperson in Dale Jr. It’s a great combination with the potential to grow even more,” he added.

As for the deal with AutoTrader.com, the multi-year agreement means AutoTrader.com becomes a season-long associate sponsor on the No. 22 team. Additionally, AuoTrader.com will be the primary sponsor for the car at the July 13 New Hampshire Motor Speedway race, which will also include an AutoTrader.com livery.

AutoTrader.com and Penske Automotive Group have had a working relationship on the dealership side in recent years, and now that partnership includes the Team Penske NASCAR program. AutoTrader.com plans to build its brand with NASCAR fans through the partnership, and will integrate Logano and Team Penske into its marketing.  

“We are thrilled to welcome AutoTrader.com to Team Penske and into our NASCAR racing program,” said Roger Penske.  “AutoTrader.com is one of the most popular online solutions for buying and selling new and used vehicles.

“Over the last several years we have developed an outstanding partnership with them through Penske Automotive Group, our automotive dealership business. We believe that this racing relationship will help build additional value for the AutoTrader.com brand,” Penske added.

AutoTrader Group’s senior vice president of marketing John Kovac said: “We’re pleased to take our relationship with Penske to the next level with this new NASCAR partnership.

“This is a very exciting opportunity for us, and we’re looking forward to a thrilling season on the track connecting with NASCAR’s loyal fans and cheering Joey Logano on to Victory Lane.”

The rear-quarter panel of the No. 22 Ford driven by Logano this season will include the AutoTrader.com branding.

“I’ve already had the chance to meet with the folks from AutoTrader.com and they are really excited about getting involved with Team Penske and we are happy to have them on board,” said Logano.

“It will be great to have them on the car at New Hampshire, a place which is really special to me.  It’s my home track, where I saw my first Sprint Cup Series race as a kid, where I made my first start in the Cup Series and where I won my first race. So I’m really looking forward to that race in July and trying to get AutoTrader.com into Victory Lane.”