In her final season of a contract and months removed from finding out she would lose her primary sponsor, Danica Patrick has plenty to be worried about. Some of those concerns can be eased with a new deal and the promise of a sponsorship in the near future.
Recent comments from Stewart-Haas Racing executive vice president Brett Frood provide some confidence that both will be taken care of for Patrick.
“It’s a huge focus of ours on a daily basis,” Frood told Nate Ryan of NBC Sports. “We have a team working on it. From a timing standpoint, we’d like to have something done by the end of the summer in unison with her and a partner and feel confident we’ll be able to get that done.
“We feel very good where we are on that diligence and on that targeting.”
Patrick is in her third season at the Sprint Cup level with SHR, compiling six top-10 finishes. That’s a record for female drivers, but hardly the results on the track NASCAR sponsors want to see.
Instead, Patrick offers a marketable driver that also happens to be one of the most popular drivers in motorsports. While GoDaddy is dropping the primary sponsor for Patrick after 2014, the company still wants to continue a personal services deal with the driver.
Regardless of what Patrick does on the track, she remains a marketing juggernaut off it. If the results inside the car catch up to what she’s capable of bringing a company in advertising, the possibilities are endless for Patrick and SHR.
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