Fresh off its multibillion-dollar acquisition of Lockheed Martin Corp.’s information technology business, Leidos, Inc. is using sponsorship to support its growing business.

The technology company—which specializes in the defense intelligence, homeland security and civil and healthcare markets—has partnered with Roush Fenway Racing and driver Darrell “Bubba” Wallace Jr. for four races in the NASCAR Xfinity Series.

Leidos will serve as primary sponsor of the No. 6 team at Dover International Speedway (Oct. 1), Charlotte Motor Speedway (Oct. 7), Kansas Speedway (Oct.15) and Texas Motor Speedway (Nov.5).

The partnership represents Leidos’ first foray into motorsports and first partnership with a multi-market property.

Until now, Leidos has focused on properties located in or near Washington, D.C. Ties include D.C. United (presenting sponsor and jersey naming rights); Monumental Sports & Entertainment (NBA Washington Wizards, NHL Washington Capitals and WNBA Washington Mystics) and Leidos Field at Ripken Stadium, home to minor league baseball’s Aberdeen IronBirds.

The company is using NASCAR to raise its profile among customers, prospects and employees following the August 16 acquisition.

“We had been exploring NASCAR for some time, and the timing worked out well. We acquired a massive chunk of business, and we’re trying to get new employees folded into the mix,” said Melissa Koskovich, Leidos senior vice president and chief communications officer.

“We’re a bigger company, we have to do bigger things, and branding is important. We’re looking for partnerships that provide more scale and are more impactful.”

The sponsorship is well-received by Roush Fenway Racing.

“We have enjoyed Leidos as the anchor partner with Bubba Wallace’s No. 6 team since the Dover race and we look forward to their continued partnership for the Xfinity Series Chase Round of 8.  Roush Fenway Racing is proud to be associated with such an incredible company and to bring the Leidos story to the NASCAR fan base,” said Brian Cleek, Rousch Fenway Racing senior vice president of sales.

Leidos has a history of using sponsorship in the wake of corporate movement. The company partnered with D.C. United in 2014 to promote its new brand following its spinoff from Science Applications International Corp. (SAIC).

“We were looking to do something big out of the gate,” said Koskovich, noting that soccer’s global popularity helps promote Leidos on the international stage.

Leidos uses sponsorship to accomplish three primary objectives:

Engage clients and prospects. Leidos leverages NASCAR and other properties to build relations with customers and prospects.

The company limits tickets and other perks to customers and prospects in the commercial sector, said Koskovich, noting restrictions on gifts to government employees.

Leidos engages government customers through events that target a broad military audience (recognition events at NASCAR races, open practice for children of military personnel at RFK Stadium, etc.).

Engage employees and recruits. The company uses sponsorship as a rallying cry for existing employees and to humanize its brand in front of potential recruits.

Leidos frequently leverages sponsorship with employee outings. The company has activated its partnership with D.C. United with employee appreciation events, some of which have drawn upwards of 4,000 employees.

On the hockey front, Leidos sponsors the Washington Capitals’ “Hockey Fights Cancer Night” in support of cancer-related nonprofits. More than 800 Leidos scientists are researching the disease at the National Cancer Institute at Frederick in Frederick, Md.

Support the military. With roughly half of its business coming from the military, Leidos leverages sponsorship in support of veterans.

The company last week hosted Wallace and the No. 6 car at the Association of the United States Army (AUSA) trade show in Washington, D.C. “It was a huge hit with soldiers, and an interesting way to introduce Leidos to a new audience,” said Koskovich.

Leidos activates the Washington Wizards with “Defending the Rim,” a program in which the company makes a $100 donation to the Special Operations Warrior Foundation for every Wizards block.

The company also sponsors a handful of endurance sports events (Marine Corps Marathon, Air Force Marathon, etc.) in support of clients and employees.