SoundGear Named zMAX CARS Tour Presenting Partner for 2024

MOORESVILLE, N.C. (Feb. 13, 2024) – The zMAX CARS Tour announced today that SoundGear, the worldwide leader in hearing protection, will be the presenting sponsor, as well as the official hearing protection partner for the Southeast’s premier touring Late Model series co-owned by motorsports icons Dale Earnhardt Jr., Kevin Harvick, Jeff Burton and Justin Marks.

SoundGear is a privately held, American-owned company based in Eden Prairie, Minn. that prides themselves on creating hearing protection and enhancements that are ideal for safe listening in loud environments like you would find at the racetrack each week.

“SoundGear is proud to be the Official Hearing Protection Sponsor for the zMAX Cars Tour,” said Brandon Sawalich, President and CEO of Starkey. “SoundGear products are designed and engineered to enhance hearing for optimal performance while protecting your hearing and reducing the risk of noise-induced hearing loss. Through our partnership, SoundGear will provide customized hearing protection products for zMAX Cars Tour drivers and their crew. On race day and in the shop, high-performing teams are required to hear and communicate in loud environments but have protection when it matters. Starkey’s SoundGear products allow drivers, crew, and fans to hear in the moment at safer volumes.”

Additionally, SoundGear is a subsidiary of the manufacturing company Starkey. Starkey is a global leader in hearing technology and a premier provider in hearing health care.

“The addition of SoundGear to the zMAX Cars Tour family is a huge step forward for the series,” said Marks. “As a worldwide leader in hearing protection, SoundGear’s products are in use at racetracks and in businesses all across the country. Protecting your hearing is vital, and we are very happy to have such a recognized leader as part of our series.”

The 2024 zMAX CARS Tour season kicks off on March 2 at South National Motorsports Park and will be streamed live on FloRacing.

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SoundGear represents the latest advancements in hearing protection and enhancement products. The company’s unique technology enhances external sounds to provide situational awareness and directionality, while still protecting hearing. SoundGear products are manufactured by Starkey, a global leader in hearing technology and premier provider in hearing health care headquartered in Eden Prairie, Minnesota. As the only privately held, American-owned company in the industry, Starkey innovates hearing solutions that deliver uncompromising performance at exceptional value.

Founded in the fall of 2014, the zMAX CARS Tour Presented by SoundGear is the Southeast’s premier asphalt Late Model series. Now under the ownership of motorsports icons Dale Earnhardt Jr., Jeff Burton, Kevin Harvick and Justin Marks, the zMAX CARS Tour began as a quality pavement racing series based in the Carolinas and Mid-Atlantic region that featured both Late Model Stock Cars and Pro Late Models. Both premier series race on the same night at the same track, and this unique arrangement makes the zMAX CARS Tour the first organization of its kind anywhere in the country. Many of today’s stock car superstars got their start in the zMAX CARS Tour and it is a primary breeding ground for the racing champions of tomorrow.

Karsyn Elledge
Public Relations