Verinext, a technology firm in Blue Bell, hopes to become more of a household name by sponsoring a race car in NASCAR Xfinity Series, writes Ryan Mulligan for the Philadelphia Business Journal.

The firm hasn’t been Verinext very long. The rebranding from Anexinet took place in January almost a year after a merge with Veristor, which is based in Atlanta.

So now the newly merged company needs to solidify its rebrand.

To accelerate that along, Verinext is sponsoring NASCAR driver Devin Jones who will be driving the No. 74 car in the Drive for the Cure 250 at the Charlotte Motor Speedway in North Carolina this Saturday.

Verinext President Ashby Lincoln said that Veristor had previously supported Jones in other races. It is unclear what the sponsorship deal costs.

“There’s a tremendous fan base for car racing – it’s been popular for a long time and its gaining traction,” Lincoln said.

“For us to be able to get our brand and awareness out will play a good role for us. We have continued to see more and more technology going into these race teams.”

He added that many technology companies are not only sponsoring racing teams, but working with teams on how to utilize technology more to boost performance.

Read more about Verinext’s NASCAR sponsorship and how to see Saturday’s race in the Philadelphia Business Journal.

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NASCAR 101