Aspen Dental will sponsor more races for Danica Patrick
Danica Patrick’s suddenly tenuous sponsorship situation became more secure Tuesday as Stewart-Haas Racing announced that associate sponsor Aspen Dental will fill some of the void left by former primary benefactor Nature’s Bakery.
Aspen Dental will serve as the primary on the No. 10 Ford for “a double-digit slate of races in 2017,” according to a team release obtained by USA TODAY Sports. The company entered the season committed to four races as the primary. Now, it will begin its tenure as Patrick’s main backer at the Daytona 500 (Feb. 26, 2 p.m. ET, Fox).
TaxAct and Code 3 Associates are slated to sponsor Patrick for three races each, with Mobil 1 a possibility from the SHR team portfolio. The Monster Energy NASCAR Cup Series boasts 36 points races.
“Aspen Dental has been a great partner for Stewart-Haas Racing for many years,” team co-owner Tony Stewart said of the company, which has allied with SHR since 2012 and Patrick since 2014. “We’ve both grown with this sponsorship and we know we can achieve even more thanks to their increased role with Danica and our No. 10 team.”
Nature’s Bakery, in the second year of a three-year deal, informed SHR on Jan. 19 that it intended to cease its commitment because of what it deemed breach of contract over Patrick’s Instagram postings of various food and health items. SHR disputes the assertion and has filed suit in North Carolina superior court seeking more than $31 million, plus damages. Nature’s Bakery, a small company based in Nevada that makes brownie and fruit bars, was slated to sponsor between 20 to 25 races this season, but was beset by cash flow problems and sought relief from its contract with SHR from the outset, according to court filings. Nature’s Bakery had sponsored 28 races in 2016, the first year of its contract.
PHOTOS: DANICA PATRICK THROUGH THE YEARS
Nature’s Bakery had contracted to pay $15.2 million each season for three years to serve as Patrick’s primary title sponsor. Founded by father Dave Marson and son Sam Marson, it is much smaller than most Fortune 500 companies that have their logos sprawled on Cup cars. The amount of money required to carry a primary sponsorship for NASCAR's premier level can be daunting, especially for a smaller group or a first-time investor.
Patrick, 34, is one of NASCAR's biggest stars and most popular drivers, with international recognition. While her results in stock cars have been modest - she has six top-10s and a Daytona 500 pole in 154 starts - her ability to attract fans and viewers, especially in a demographic NASCAR craves (millenials and women and children) cannot be understated. She came to stock cars after a successful seven-year career in IndyCar, during which she became the only woman to win a race and the first to lead the prestigious Indianapolis 500. She was third in the 2009 event, the highest finish by a woman.
Patrick tied her career best in Cup with a 24th-place points finish last season and improved her average finish to a career-high 22nd. She begins her fifth full-time season when Speedweeks kicks off Friday at Daytona International Speedway.
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Off the track, she has a strong social media presence, sharing facets of her private life that are appealing to a variety of people. She is a foodie and loves to cook, often showing off creations she makes for boyfriend and fellow Cup driver Ricky Stenhouse Jr. on Instagram. Patrick also touts the importance of fitness, particularly yoga. Her own brand of active wear clothing - Warrior - went on sale last month.
Patrick is not the only SHR driver looking for sponsorship help. New teammate Clint Bowyer, who is replacing Stewart in the No. 14 Ford, has few announced sponsored races this season. He participated in pre-season production activities in a Mobil 1 uniform.
Patrick and Bowyer are in the unique position of working for an owner – Gene Haas – who has self-sponsored in NASCAR (including driver Kurt Busch, who races the No. 41 Ford out of the SHR stable) and in Formula 1, where he started a two-driver team last year. Haas owns a lucrative line of automated machine tools.
Follow James on Twitter @brantjames