Gordon finds way to give back through sponsor (cont'd)

Background

Jo Ann Jenkins, AARP Foundation president, was on hand for Wednesday's announcement and revealed some startling facts. She said the number of seniors in America who are battling hunger doubled between 2006 and 2008. She also said that whatever her organization's investment in Gordon's race team, the exposure she expects it to generate for the cause -- the Drive to End Hunger -- will be well worth it.

Hendrick said that already many companies are lining up to become involved. He said race tracks have contacted him and asked about how they might be able to help by sponsoring food drives during race weekends. As Wednesday's announcement proceeded, the executive director of the NASCAR Hall of Fame, Winston Kelley, pledged to do the same and maybe even more at his facility.

Gordon is to become the tip of the spear in the campaign to fight hunger. There will be a text-to-donate program to encourage contributions to the cause from race fans, corporations and other charitable organizations. There will be further research conducted on the causes and consequences of hunger in older Americans. And an innovative national grant program will provide resources to address the problem at local levels.

Companies who want to get on Gordon's car apparently will be able to purchase that space from AARP, thus potentially reducing AARP's overall financial commitment without affecting the flow of dollars targeted for the No. 24.

"I'm looking at it like it's the engine of the train, and there are going to be a lot of people that get on board -- and hopefully it will revolutionize the way that you can get your message out," Hendrick said.

Make no mistake. The car owner also is looking at it as having the engines in Gordon's car covered for 22 races each over the next three years. Hendrick said that with Wednesday's announcement, all four of his organization's cars are fully funded for next season by outside sponsors -- no small accomplishment in this economy.

What about DuPont?

Going to the AARP-sponsored car is big news for Gordon in another way -- in that DuPont, his long-time sponsor, will be in a reduced role beginning next season.

"DuPont is not going away," insisted Hendrick, who added that an announcement concerning that would be forthcoming very shortly. "You can fill in the blanks. The people that have been here -- Pepsi and DuPont -- they'll be back. And they'll be picking up the rest of it. They'll be on the cars with AARP -- AARP will be on the car with them, and they'll be on the car with AARP, the same way we do it now with associate sponsors."

Filling in the blanks means that Pepsi likely is going to be primary sponsor for two races next season and DuPont will be primary sponsor for the rest -- a total of 12 to 14 races, depending on who is on the car for two non-points events (the Sprint All-Star Race and the season-opening Budweiser Shootout).

But in the end, the enthusiastic Hendrick and Gordon made it very clear that this isn't all about gaining critical funding for a race car in a tough economy. They both want to use this alliance to help leave a positive footprint on society.

"To balance our lives out, no matter what good and bad is happening, I think it's important to volunteer, to get behind something that you're passionate about, give back to your community," Gordon said. "And I've realized over the years how important that is for me. I've been very successful, made a lot of money, won a lot of trophies -- but there is a lot more to life than just that. And you have to balance it out.

"Especially these days, I'm not winning like I was in the mid- to late-'90s. I think back to those days. All you thought about was racing and winning. You'd go to Victory Lane and pop the champagne, and hold up the trophy, and smile for the cameras -- but that's not really who you are. And there is so much more that you have to have to back that up to make you happy. If you're just waiting for that next win, you're going to be a pretty unhappy person -- because life has its own way of balancing itself out. Getting behind an important cause like this drive to end hunger, that's a way of balancing life out -- and I think a lot of people are going to resonate with that and get behind it."

The opinions expressed are solely those of the writer.