Hendrick Automotive Group Deepens Commitment to Columbia with Strategic Partnership with Gamecock Athletics

The University of South Carolina and Hendrick Automotive Group, the largest privately held automotive retail organization in the United States, have announced a multi-year sponsorship of Gamecock Athletics. The partnership is highlighted by naming rights to “The Zone” at Williams-Brice Stadium, which will now officially be known as the “HendrickCars.com Zone” beginning this football season.

The relationship underscores Hendrick’s investment in the Columbia community. In April, the company expanded its footprint with the acquisition of Love Chevrolet and Love GMC, now operating as Hendrick Chevrolet and Hendrick GMC. These additions bring the company’s presence in South Carolina to 14 dealerships, including operations in Columbia, Charleston, Rock Hill and Easley.

Under the leadership of Rick Hendrick, chairman and CEO of Hendrick Automotive Group and founder and owner of the winningest team in NASCAR history, Hendrick Motorsports, Hendrick Automotive Group is proud to have over 875,000 five-star online reviews, a world-class team of automotive experts and a nationwide inventory of over 30,000 cars, trucks, SUVs and commercial vehicles available at HendrickCars.com.

“We couldn’t be more excited to team up with the University of South Carolina and Gamecock Athletics,” said Brian Johnson, Vice President of Marketing, Hendrick Automotive Group. “This community’s passion is unmatched, and we’re proud to be here supporting Gamecock Nation both on game days and every day in our dealerships.”

Additionally, HendrickCars.com will serve as title sponsor of Gamecock Football’s annual Salute the Troops versus Coastal Carolina on November 22^nd. Fans will also see the brand prominently featured across Gamecock Athletics’ official online and radio platforms, as well as in-stadium signage, merchandising and fan activations at Williams-Brice Stadium and Colonial Life Arena.

The relationship between Hendrick Automotive Group and Gamecock Athletics is managed by Gamecock Sports Properties, the athletics’ multimedia rightsholder for University of South Carolina and LEARFIELD’s local dedicated team.

“We are grateful for our partnership with Hendrick Automotive Group, highlighted by the naming of the ‘HendrickCars.com Zone,’” said USC Athletics Director Jeremiah Donati. “Headquartered in the Carolinas, Hendrick Automotive Group is a natural fit for Gamecock Athletics, sharing our commitment to excellence and making a meaningful impact in our community.”

About Hendrick Automotive Group

Representing 134 franchises and 26 manufacturer nameplates from the Carolinas to California, Hendrick Automotive Group is the largest privately held automotive retail organization in the United States. Headquartered in Charlotte, North Carolina, the company employs more than 11,000 people in its 97 dealership locations, 21 collision centers and four accessories distributor installers in 13 states. For more information, please visit HendrickCars.com.

About South Carolina Athletics

The University of South Carolina is a member of the Southeastern Conference. USC sponsors 21 varsity sports programs and is home to more than 550 student-athletes.  Gamecock Athletics have won nine team and 56 individual national championships, 88 conference regular season and tournament championships.  Gamecock Athletics’ mission is to develop our student-athletes intellectually, athletically, socially and culturally to compete relentlessly for championships and to attain high levels of achievement at the University, and throughout life, in harmony with our University’s mission and vision.

About Learfield

Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield’s presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments across all divisions.