Arvada-based Sonsio wins first IndyCar race as primary sponsor

Team Penske’s Josef Newgarden wins Bommarito 500

Staff Report
Posted 9/7/21

Sonsio, an Arvada-based vehicle protection and warranty provider, came out on top in their first IndyCar race as a primary sponsor, as Team Penske’s Josef Newgarden won the 2021 Bommarito …

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Arvada-based Sonsio wins first IndyCar race as primary sponsor

Team Penske’s Josef Newgarden wins Bommarito 500

Posted

Sonsio, an Arvada-based vehicle protection and warranty provider, came out on top in their first IndyCar race as a primary sponsor, as Team Penske’s Josef Newgarden won the 2021 Bommarito Automotive Group 500 on Aug. 21 in Madison, Illinois.

Sonsio Chief Executive Officer — and Arvada City Councilmember — David Jones said the company’s foray into the world of auto racing came after a Jan. 2020 acquisition of Dent Wizard, Team Penske’s former primary sponsor. After the acquisition and integration of a Dent Wizard division, Sonsio took on the role as the racing team’s primary sponsor.

Jones said the company brought about 60 customers and employees to the race and added that in the 55 years that Penske has had a racing team, this marked the 10th time a primary sponsor has won their first race. Jones was quick to give Newgarden and the pit crew credit for their efforts.

“It has everything to do with the driver, pit crew and teamwork,” said Jones. “We were simply a part of it in a very small way and appreciated the opportunity to be there.”

Jones said he spent the beginning of the race on pit row before moving to the stands, where most of Sonsio’s guests were seated. Jones added that he felt the company’s employees were able to benefit from watching a well-oiled racing team up close.

“The biggest takeaway for us is just the teamwork and aspects of the team; being able to pull together, in any business, it takes the entire team to win and that was evident in that race and in the team we have,” Jones said.

Jones added that Sonsio is in talks with Team Penske to determine what a continued partnership could look like for the next three years and stated that he was looking forward to seeing how both companies could carry on a mutually beneficial partnership for the foreseeable future.

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