Driver isn’t discouraged after GoDaddy announces departure
RELATED: GoDaddy to end sponsorship with No. 10
TALLADEGA, Ala. — Just how big of a marketing machine is Sprint Cup Series driver Danica Patrick?
The world of NASCAR is about to find out.
With the announcement that GoDaddy, the Internet web service provider, will not return as primary sponsor after the 2015 season, officials at Stewart-Haas Racing now must find funding to continue to support the 33-year-old and her No. 10 SHR team.
Funding that was said to run between $18 million and $20 million for an entire season not that long ago has escalated. Today, those on the high end of the scale seek anywhere from $22 million to $25 million.
That increase has led to fewer sponsors willing or able to fund teams for an entire season. The result for the fortunate few has been multiple primaries scattered throughout the year.
Companies such as TaxACT and Aspen Dental have provided associate support, and have served as primary sponsors on occasion for Patrick and the No. 10 team. But GoDaddy has funded the bulk of the group’s efforts, as well as Patrick’s, since she made the move to NASCAR from the open-wheel ranks.
“It was good that GoDaddy gave us, as a team, time to find someone else for that (sponsorship) role,” Patrick said Friday at Talladega Superspeedway, site of Sunday’s GEICO 500 (FOX, 1 p.m. ET). “Either someone new or one of my great partners that already exists and wants to step up. …
“They have been an enormous supporter through every transition. They supported me when I just wanted to run (XFINITY) to get experience. So they’ve been great. But it is a new scenario and we’re going to have to figure it out and it’s a challenge, no doubt. Finding primary sponsors is a challenge. But I feel confident that in all the people to find sponsors, I believe in my agent and my team. And we’ll figure it out.”
RELATED: Holly Cain on Patrick’s marketability
Patrick, who has 91 career starts, enters this weekend’s race 16th in points and has two top-10 finishes this season. Her ninth-place run at Bristol was her sixth career top 10, the most ever by a female driver in NASCAR.
In addition to Patrick, Stewart-Haas Racing fields Sprint Cup Series teams for defending series champion Kevin Harvick, co-owner/driver Tony Stewart and 2004 Sprint Cup champ Kurt Busch.
Patrick said she expects to maintain her personal relationship with GoDaddy but that “it’s just going to look a little bit different from an overall standpoint.
“I think we’re going to continue on, obviously, with the things that I have been doing for them as of late,” she said, “more smaller events and more specific events for them as opposed as just trying to get their name out there.”
GoDaddy’s recognition as a brand is huge — officials tout 81 percent brand awareness “so the program worked,” Patrick said.
“It worked so well that they’ve evolved. But I’m glad to still be with them, and I’m glad that they gave us time to find someone else for that position.”
As for her future, Patrick said she is happy at SHR. “and they’re working hard … to find someone for the new primary position.
“My team is working to find someone for the new primary position. So, I think at this point in time, we’re moving forward with all those intentions.
“But I guess it is on some level open season in a lot of areas. So, I don’t think you can ever say never, of course; but I am happy where I’m at right now.”