The James Essex-owned Northern Allstars Late Model Series will run under a title sponsor for the first time in 2027 with Indy U-Pull-It headlining the tour.

The Indianapolis-based self-service used auto and truck parts yard operated by the racing-connected Heckenast family becomes the title sponsor for Super Late Model circuit founded in 1998 and operated by Essex since 2023. The sponsorship also covers the like-named modified tour.

“Thank you to the Heckenast family for their continued support of dirt track racing and for believing in what we are doing with the Northern Allstars Series,” Essex said in a series release. “Since several of our races are in Indiana, it’s a natural fit to help grow both their business and our series.”

The Late Model series has completed 300 races in its history with Hall of Famers Don O’Neal of Martinsville, Ind., Bob Pierce of Danville, Ill., Randy Korte of Highland, Ill., and Steve Barnett of Franklin, Ind., among the winningest drivers (the series wasn’t in operation between 2013-22).

The series plans to opens its 2027 season with the 51st annual Spring 50 at Florence Speedway in Union, Ky., paying $10,000-to-win.