(WOMR file photo)
It was just a matter of time before this marketing marriage would go through “the divorce courts”!
NASCAR Sprint Cup series driver Danica Patrick and her primary sponsor GoDaddy are parting ways at the end of the 2015 season. The web hosting company made the announcement via an emailed press releaseWednesday morning. The company said it is looking to diversify its marketing investment across more channels and regions and is trying to expand global awareness of its brand.
GoDaddy has been the primary sponsor for Patrick since she joined NASCAR in 2012. When Patrick moved to Stewart-Haas Racing in 2013, GoDaddy was her primary sponsor for her full time efforts. Patrick signed with GoDaddy for the 2007 IndyCar season where, in 2008, she became the first woman to win an IndyCar race. In the last two years the company said it has grown to serve 37 countries in 17 languages. The move to leave NASCAR according to the company is to help fortify its presence in Asia by the end of this year, and reallocate portions of the marketing spend internationally to places where the brand is not as well-known.
“We love Danica and all she does to empower and inspire people, especially women, which is why we are working to keep her in the GoDaddy family,” said GoDaddy Chief Marketing Officer Phil Bienert. “We have the utmost respect for Stewart-Haas Racing, and they’ve been phenomenal partners. In fact, NASCAR has been a tremendous domestic platform to help us achieve an 81 percent aided brand awareness domestically, but at this stage, we need a range of marketing assets that reach a more globally-diverse set of customers. The fact Danica is having a record-setting season makes it tough to leave this motorsports sponsorship, without a doubt.”
In 91 starts in the NASCAR Sprint Cup series Patrick has only six top ten finishes and one pole position.
While GoDaddy is not renewing its primary sponsorship of the No. 10 NASCAR Sprint Cup Series team of Stewart-Haas Racing (SHR), the company said it is negotiating to keep Patrick as a GoDaddy spokeswoman under a personal services agreement.
“GoDaddy has been an incredible partner for a very long time, almost nine years, and as I’ve said before, our brands have really grown up together,” Patrick said. “It’s pretty cool, from a marketing perspective, that we helped GoDaddy build such strong brand awareness here in the U.S. I’m excited to work with GoDaddy on a personal level moving forward, but will miss having their bright green color on my racecar next year.”
With this bombshell of an announcement by GoDaddy, it will be extremely interesting to see who or what will replace GoDaddy’s primary sponsorship with Patrick and SHR! Is this a prelude to what may be in store for Patrick’s mediocre NASCAR racing career?
TIL NEXT TIME, I AM STILL WORKING ON MY REDNECK!