Consumers play just one part of Allegiant Air’s new NASCAR partnership.

The low-fare carrier will use the new three-year sponsorship to access travel package inventory from NASCAR cosponsors. The airline sells package vacations—including trips to Daytona, Fla. and other NASCAR markets.

Allegiant plans to access the inventory through the NASCAR Fuel for Business Council, a series of quarterly meetings designed to facilitate business-building opportunities among NASCAR sponsors.

“We’re primarily an airline, but we also sell hotel rooms, car rentals, show tickets, and later this year, a cobranded credit card. There is value in reaching out to other businesses to explore how we can both provide more value to our customers,” said Jessica Wheeler, Allegiant director of marketing communications.

Travel packages account for roughly one-third of the airline’s revenue, according to a company spokesperson.

NASCAR and Allegiant announced the sponsorship earlier this month at Fuel for Business Council meetings in Las Vegas, the location of the airline’s corporate headquarters.

The NASCAR sponsorship is not Allegiant’s first foray into motorsports. The airline over the past several years has sponsored Spencer Gallagher in the NASCAR Camping World Truck Series and ARCA Racing Series presented by Menards. Gallagher is the son of Maurice Gallagher, Jr., Allegiant Air CEO.

“We have long known there is an overlap of NASCAR fans and potential Allegiant Air customers. They are very loyal to the sport and supporters of the sport.”

The association with a sport where crashes are common is not an issue, said Wheeler. “Quite simply, both NASCAR and Allegiant have one goal in mind every day: safety. Safety is our number one priority every single day.”

The sponsorship affords presenting status of NASCAR Go West, a marketing platform that will run in conjunction with the motorsports series’ annual West Coast swing. Allegiant will gain visibility via content on drivers’ off-track activities on and messaging with the #NASCARGoesWest hashtag.

Allegiant will not provide travel to NASCAR as part of the sponsorship, said Wheeler.

The NASCAR sponsorship builds on a portfolio of local and regional properties ranging from music and food festivals to pro sports teams. Ties include the NFL Cincinnati Bengals, Jacksonville Jaguars and Indianapolis Colts.

“We look for opportunities to connect with communities we’re in, have face to face connections and make consumers aware of our product.”