Choice Hotels International’s rewards programme Choice Privileges is sponsoring sports and entertainment brand Trackhouse Racing for the US-based 2024 NASCAR Cup event.

Throughout the season, from February to November, Choice Privileges is offering exclusive redeemable experiences for its members, including access to the Trackhouse garage and pit road prior to the race, a meet-and-greet with the pit crew and driver and pre-race hospitality with food and drink.

Within its season-long sponsorship, in addition to Choice Privileges experiences being offered at all 38 NASCAR 2024 events, Choice Privileges will be displayed as the primary paint scheme and will have its branded fire suits and race team t-shirts at four races.

The decision to sponsor the major racing event follows Choice’s previously offered college football, basketball, baseball and hockey experiences.

Choice Hotels International vice-president of loyalty strategy and membership rewards Julie Purser commented: "Our members are intentional about staying at Choice hotels to earn Choice Privileges points, and then redeeming them for unique experiences.”

The company recently unveiled its most extensive multichannel national marketing campaign to date, titled “A Stay for Any You” and featuring actor and writer Keegan-Michael Key.

Choice Privileges members can earn points by staying at more than 7,000 Choice-branded hotels across a diverse portfolio of brands in 46 countries and territories. Members can also earn points by using one of two new co-branded credit cards with which cardholders can earn on everyday purchases including gas, groceries and home goods.