Texas A&M boosts its motorsports presence in NASCAR and INDYCAR, featuring its logo at major races and sponsoring drivers Cole Custer and Felix Rosenqvist.
COLLEGE STATION, Texas — Texas A&M is gearing up for a new era of motorsports activation.
Texas A&M University, already a major participant across several Division I athletics, announced on Wednesday that it will increase its presence in motorsports through partnerships with NASCAR and INDYCAR.
Texas A&M signage was already in play during the 2024 NASCAR season, visible on the sides of Haas Factory Team (HFT) vehicles, and it plans to remain so this year.
The school name and logo will be placed on both sides of the No. 41 HFT Ford Mustang driven by Cole Custer, but only the words “Texas A&M University” will be visible on the car’s rear while a traditional Aggie logo rests on the hood.
In addition, Texas A&M stated it is the primary sponsor at NASCAR’s Coca-Cola 600 race. The Coca-Cola 600 is a 600-mile race held annually at Charlotte Motor Speedway in Concord, North Carolina, known for its patriotic affair and daylong festivities.
“The partnership will capture a focal pole position when the university serves as the team’s primary sponsor at the Coca-Cola 600, one of NASCAR’s most iconic races, featuring patriotic military tributes, activities, and performances,” Texas A&M stated in .
The university agreed to sponsor INDYCAR driver Felix Rosenqvist for the upcoming season, marking a new era for Aggie Nation.
Rosenqvist currently sits fourth in league championship point standings, amassing 88 points across three starts, including two top-5 finishes and three top-10 performances. The man known as “FRO” is in his seventh INDYCAR campaign and second with Meyer Shank Racing, according to Texas A&M.
Texas A&M is slated to appear on his uniform and helmet.
The university is excited for the opportunity that lies ahead on Sunday, May 25, also known as the “Greatest Day in Motorsports.”
Two races take place: the Indianapolis 500 and NASCAR’s Coca-Cola 600. The events provide 1,100 miles worth of Aggie brand exposure in front of an enormous audience watching in person and on cable or streaming.
“These partnerships with HFT, Cole and Felix present big, natural avenues to consistently communicate externally what Texas A&M stands for with great visibility, value and shared values,” said Ethan Braden, vice president and chief marketing and communications officer at Texas A&M.
“Motorsports are especially well-positioned to deliver cost-effective and efficient national reach with millions, deep fan engagement and loyalty, and a values-aligned audience for Texas A&M University,” he continued.
Drivers Custer and Rosenqvist are excited about representing Texas A&M this year.
“I’m proud to carry the Texas A&M branding on our No. 41 Ford Mustang this season,” Custer said. “It was a productive partnership in 2024, so we look forward to expanding the relationship and raising awareness around Texas A&M’s commitment to our country’s military personnel. The Aggie Core Values align well with our philosophy at Haas and resonate with the NASCAR fanbase.”
Rosenqvist called it an “honor” to be associated with a school interested in making local and global impacts.
“I’m excited to partner with Texas A&M for the 2025 INDYCAR season and support their efforts to honor our country’s military-affiliated personnel,” Rosenqvist said. “Texas A&M has a powerful message and inspiring culture, and I look forward to collaborating with the university to help share its story this year.”
The university said its military livery will be featured at NASCAR’s Coca-Cola 600. The military livery previously debuted at the Phoenix Raceway NASCAR Cup Series race in November 2024.
How will the livery be applied this year? The HFT Ford Mustang is expected to be covered in a military-inspired paint scheme with Aggie maroon, highlighting the university’s commitment and affinity for all military-affiliated individuals.
The name of former Aggie and Marine aviation navigator Captain Ronald Forrester, whose remains were lost for 51 years after his plane crashed during a mission in North Vietnam, will be placed on Cole Custer’s windshield during the 600-mile spectacle.
According to Texas A&M, 31 percent of NASCAR followers are currently serving in the military, have served or work in military-specific occupations.
As NASCAR continuously grows in viewership, Texas A&M hopes to capitalize on visibility and the community surrounding motorsports.
Braden says the community support necessary to succeed in NASCAR and INDYCAR is found on school campuses and in the world that A&M looks to build.
“In the end, you may only see the driver in the winner’s circle, but propelling every lap is a car, a team, a community of supporters, as well as strategy, innovation and creativity at the highest levels. That’s Texas A&M University; that’s how Texas A&M Aggies think and act, and that’s the kind of country we are working to shape.”