Partnership launches as racing returns to Daytona and the 2026 season gets underway
EDEN PRAIRIE, Minn. (February 13, 2026) — Starkey announces a new partnership with CW Sports, bringing hearing health and protection to the forefront of the 2026 NASCAR O’Reilly Auto Parts Series on The CW. The season-long collaboration debuts this weekend as racing begins at the iconic Daytona International Speedway and continues throughout the 2026 NASCAR season, reinforcing Starkey’s commitment to innovation, performance, and hearing protection in one of the loudest environments in professional sports.
The CW Sports partnership builds on Starkey’s continued partnership with NASCAR driver William Sawalich, a long-standing brand ambassador for Starkey and SoundGear. Sawalich will compete throughout the season in Starkey and SoundGear-branded cars, helping raise awareness about the importance of hearing health and protection for drivers, crews, and fans alike.
“Motorsports demand technology that performs flawlessly under extreme conditions, and evolves as fast as the competition itself,” said Brandon Sawalich, President and CEO at Starkey. “Innovation must move at race speed, deliver precision, protection, and performance without compromise. Partnering with CW Sports allows us to bring hearing health into one of the loudest, most demanding environments in sports, where every second and every sound matters.”
“We’re excited to partner with Starkey and SoundGear as part of our NASCAR coverage on The CW,” said Dan Lanzano, Nexstar’s President of National Advertising Sales. “Their focus on innovation and performance aligns naturally with the energy of the NASCAR O’Reilly Auto Parts Series and the passionate fans who follow it every week on The CW.”
Through SoundGear, Starkey delivers advanced hearing protection designed for high-noise environments like motorsports, reducing harmful noise while preserving clarity and situational awareness.
The collaboration underscores Starkey’s goal to bring hearing health into real-world environments where protection matters most, on the track, in the pits, and in the stands.
