MOORESVILLE, N.C. — Rick Ware Racing has added a new primary sponsor for one of the busiest weekends on the motorsports calendar, announcing a partnership with financial technology company ApexFX.
The company will make its racing debut this weekend as the primary sponsor of NASCAR Cup Series driver Cody Ware’s No. 51 Chevrolet in Sunday’s Southern 500 at Darlington Raceway. ApexFX also will serve as the primary sponsor of Clay Millican’s Top Fuel dragster in the NHRA U.S. Nationals at Lucas Oil Indianapolis Raceway Park.
ApexFX is a foreign exchange trading technology platform scheduled to launch later this year. The company says its software is designed to provide brokers and institutional clients with automated trading strategies, real-time risk management tools and algorithm-driven execution technology.
“Racing provides an incredible opportunity to build awareness,” Rick Ware said in a statement. “Having ApexFX represented across two of the biggest events in NASCAR and NHRA gives them an immediate presence ahead of their planned launch.”
The sponsorship gives ApexFX visibility at two marquee Labor Day weekend events. The Southern 500 is one of NASCAR’s crown jewel races and serves as the opening event of the Cup Series playoffs, while the U.S. Nationals is widely regarded as the NHRA’s most prestigious event.
ApexFX founder Tim Dement said the partnership aligns with the speed and precision demanded in both racing and financial markets.
“In racing, milliseconds matter. Global markets are no different,” Dement said. “Our technology continuously evaluates market conditions, identifies opportunities, manages exposure and responds in real time.”
The agreement expands Rick Ware Racing’s portfolio of technology and business-focused partnerships while providing ApexFX with a national platform ahead of its anticipated market launch this fall.