Patrick, team try to fill gap as sponsor pulls out
After filing a $31.7 million breach of contract lawsuit against Nature’s Bakery, Stewart-Haas Racing executives were attempting to avoid a major disruption for Monster Energy NASCAR Cup Series driver Danica Patrick, whose No. 10 Ford is without its main benefactor less than two weeks before the season starts.
So how will SHR fill the empty race slots?
Though team officials have not spoken about the lawsuit or the way forward, there is an expectation that Patrick’s 36-race Cup schedule would be cobbled together with existing sponsors TaxAct, Aspen Dental and Code 3 Associates expanding their commitments. It would be expected that TaxAct and Aspen Dental could move to the fore at Speedweeks, with one taking over the primary sponsorship in the non-points Clash and the other in the season-opening Daytona 500 on Feb. 26.
Aspen Dental originally had been committed to four races this season and TaxAct and Code 3 Associates three each. Nature’s Bakery, which terminated its sponsorship agreement with SHR on Jan. 19, had sponsored 28 races in 2016, the first year of its contract.
SHR President Brett Frood did not grant interviews Saturday. Nature’s Bakery has not commented on the suit, filed by SHR in North Carolina superior court.
Nature’s Bakery had contracted to pay $15.2 million each season for three years to serve as Patrick’s primary title sponsor. The Nevada-based fig bar purveyor would have been responsible for at least 20 and up to 25 points races this season. The company, founded by father Dave Marson and son Sam Marson, is much smaller than most Fortune 500 companies that have their logos 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. Although her results in stock cars have been modest — she has six top-10 finishes and a Daytona 500 pole in 154 starts — her ability to attract fans and viewers, especially in a demographic NASCAR craves (Millennials and women and children), is desirable. 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 also shares facets of her private life on social media that are appealing to a variety of people. She is a foodie and loves to cook, often using Instagram to show off creations she makes for boyfriend and fellow Cup driver Ricky Stenhouse Jr. Patrick also touts the importance of fitness, particularly yoga. Her own brand of active wear clothing, Warrior, went on sale last month.
In the suit, SHR says Nature’s Bakery was unhappy with Patrick’s use of social media in pushing another brand, but history reveals that the company liked and shared several of her posts touting their fig bars. Nature’s Bakery has not commented about the suit or Patrick’s social media promotion of its brand.
It is unclear how Patrick’s situation will unfold or intertwine with that of new teammate Clint Bowyer, who is replacing retired team co-owner Tony Stewart in the No. 14 Ford. Bowyer’s program has few announced sponsored races, but he participated in preseason production activities in a Mobil 1 uniform. During the media tour two weeks ago, Patrick appeared in her TaxAct suit, noteworthy because it superseded Nature’s Bakery’s profile.
Patrick and Bowyer are in the unique position of working for an owner — Gene Haas — who has self-sponsored in NASCAR and Formula One. Haas owns a lucrative line of automated machine tools, but millionaires don’t become billionaires running unsponsored race cars.
Patrick had been primarily sponsored by GoDaddy from the 2010 IndyCar season until 2015, when the company shifted its focus to international markets and small business.
Patrick tied a career best with a 24thplace points finish in 2016 and improved her average finish to a career-high 22nd.