Production Alliance Group, a worldwide premium live-event and creative development company, has partnered with Stewart-Haas Racing with Fred Biagi (SHR) in the NASCAR Xfinity Series by serving as a three-race primary sponsor of driver Cole Custer and the No. 00 team.
Tustin, California-based Production Alliance Group will make its debut with Custer and the No. 00 Ford Mustang during the Aug. 30-31 race weekend at Darlington (S.C.) Raceway. The No. 00 Production Alliance Group Ford Mustang will return Oct. 4-5 at Dover (Del.) International Speedway and Oct. 18-19 at Kansas Speedway in Kansas City. At all other races beginning with this weekend’s Xfinity Series race at Iowa Speedway in Newton, Production Alliance Group will serve as an associate sponsor of Custer and the No. 00 team.
“We work with the top names and brands in both corporate and entertainment industries, and NASCAR brings both of these entities together from February through November,” said Dale Sahlin, President and CEO, Production Alliance Group. “We’ve paired with an up-and-coming talent in Cole Custer and an established team in SHR to enhance our commitment to the sport while showcasing our abilities to the many brands involved in NASCAR.”
Custer and Production Alliance Group became acquainted on March 16 in victory lane at Auto Club Speedway in Fontana, California, when Custer won the Production Alliance Group 300. It was Custer’s first win of 2019 and first at his home track, as he grew up in nearby Ladera Ranch, California. Custer has since won two more Xfinity Series races to bring his career total to five. The 21-year-old is currently third in the championship standings and has already secured his spot in the first round of the NASCAR Playoffs, which begins Sept. 20 at Richmond (Va.) Raceway.
“Our win at Fontana was special for a lot of reasons, mainly because California is my home and because that victory punched our ticket to the playoffs,” Custer said. “But that win has taken on even greater meaning because it allowed us to parlay the introductions and high-fives we had in victory lane with Production Alliance Group and transform it into a partnership with our race team. Ultimately, we win some more races with them and drive recognition for Production Alliance Group and its capabilities.”
Production Alliance Group’s television company, 3rd Rail Productions, produces original content and used the Xfinity Series race in Fontana to launch its latest reality show about iconic films from the 70s, 80s and 90s called Beyond the Backlot, which can be seen on YouTube and Facebook Watch. Together, both companies create experiences that move and impressions that last. Beyond the Backlotis made by fans for the fans, focusing on movie nostalgia that explores real-life locations and sits down with filmmakers and stars from such films as The Goonies, Back to the Future, Jaws, The Sandlot and more.