Companies on the move in NASCAR
NASCAR is one of the most viable places for companies to post their brand. Some pay for just one or two races and other fork out millions to be seen each week. Some brands are labeled by a team or driver. With the silly season of the sport winding down, companies are moving to other teams or just moving out of the sport.
Quicken Loans will follow its current driver Ryan Newman to Richard Childress Racing for the 2014 NASCAR Sprint Cup Series season and serve as the primary sponsor for the No. 31 Chevrolet SS for 12 races and associate sponsor for all remaining races. The move continues a strong partnership between Quicken Loans and Newman, whom it first sponsored in 2012. Quicken Loans will remain as the primary sponsor of Newman’s No. 39 Chevrolet, fielded by Stewart-Haas Racing, for the remainder of the 2013 Sprint Cup Series season. Newman currently sits ninth in the Chase for the NASCAR Sprint Cup.
Jimmy Johns, maker of gourmet sandwiches with freaky fast delivery since 1983, will join Stewart-Haas Racing beginning in 2014 (a three-year deal) as a primary sponsor of driver Kevin Harvick and the No. 4 Chevy. Jimmy Johns will be the primary sponsor of Harvick for 12 races, highlighted by the Brickyard 400 at Indianapolis Motor Speedway. For the remaining 26 races on the Sprint Cup schedule, Jimmy Johns will serve as a major associate sponsor . Jimmy Johns will also be an associate sponsor for Tony Stewart.
Valvoline, a leading marketer, distributor and producer of quality-branded automotive and industrial products and services, will be reunited with Hendrick Motorsports after finalizing a multi-year sponsorship agreement that will kick off next season. The official lubricants partner of Hendrick Motorsports beginning in 2014, the Valvoline brand will be featured as a major associate sponsor of the teams full stable of Chevrolet SS race cars through the 2017 campaign. The company will utilize drivers Kasey Kahne, Jeff Gordon, Jimmie Johnson and Dale Earnhardt Jr. as spokespeople to promote Valvoline premium motor oil products. Valvoline will replace Quaker State Oil at HMS.
- Hollywood producer Neal Edelstein wants to make a movie centered on a NASCAR driver, an idea pitched to him by NASCAR vice president Zane Stoddard. The film is one of several projects being pursued by Stoddard and his nine-person NASCAR Entertainment Marketing staff to infiltrate pop culture with everything NASCAR in order to boost stock-car racing’s sagging popularity.
- Kurt Busch gets a car number for the 2014 season. Busch will drive the No. 41 Chevy next season, which will be his first with Stewart-Haas Racing. Busch’s number turns out to be the opposite of that of team co-owner Tony Stewart, who drives the No. 14.
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