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NASCAR notes: Penske, Hendrick add automotive sponsors

Feb 13, 2014, 10:00 AM EDT

Photo: Team Penske Photo: Team Penske

Team Penske and Hendrick Motorsports have added new sponsors to their file for the 2014 NASCAR Sprint Cup Series season.

Penske first. The organization has brought AutoTrader.com as a season-long associate and primary sponsor at the July 13 race at New Hampshire Motor Speedway for Joey Logano‘s No. 22 Ford Fusion. Penske’s automotive organization and in recent years, the NASCAR team, has grown the business relationship.

“We are thrilled to welcome AutoTrader.com to Team Penske and into our NASCAR racing program,” Roger Penske said in a team release.  “AutoTrader.com is one of the most popular online solutions for buying and selling new and used vehicles. Over the last several years we have developed an outstanding partnership with them through Penske Automotive Group, our automotive dealership business. We believe that this racing relationship will help build additional value for the AutoTrader.com brand.”

Meanwhile at Hendrick, Dale Earnhardt Jr.‘s No. 88 Chevy SS will have Kelley Blue Book, the vehicle valuation and information source trusted and relied upon by both consumers and the automotive industry, also on board as a season-long associate and primary for one race. In this case, it will be at Sonoma on June 22. Kelley is an AutoTrader subsidiary.

“Kelley Blue Book’s sponsorship in NASCAR is the next step in communicating our brand strength and recognition as a vehicle valuation pioneer and leader for new-car shopping and research,” Steve Lind, vice president of operations for Kelley Blue Book, said in the Hendrick release. “By supporting successful race car driver Dale Earnhardt Jr. and Hendrick Motorsports, coupled with NASCAR’s brand equity, we will reach even more consumers with our message—providing helpful, transparent information on KBB.com to help car shoppers make the best decision possible.”

And here’s the livery:

  1. tarheelpup - Apr 6, 2014 at 9:19 PM

    1. Danica comes with an built in sponsor. Remove Go Daddy and she wouldn’t be driving in NASCAR.
    2. Richard Petty won 200 races at higher speeds and with far more dangerous equipment.
    3. Richard is entitled to his opinion.
    4. Richard stating his opinion in public makes people talk. That is good for NASCAR.
    5. Danica puts buns in seats and eyes on TV sets. THAT is good for the sport.
    6. Richard Petty trash talking Danica Patrick is what passes for drama and conflict in NASCAR 2.0.

    It is all a money/sponsorship game now. Johanna Long is a perfect case in point. Johanna has natural STOCK CAR TALENT, and she is relatively obscure and fighting for sponsorship. A less talented STOCK CAR DRIVER (Danica) brings a sponsor, gets a ride. I don’t fault the teams. They need money to operate, sponsorship dollars are few and far between now. But talent is no longer as much of a factor as it once was. Which is a shame.

    And before the trolls hop out, there IS a huge difference between stock car talent and open wheel talent. Open wheel experience seems to help young drivers who move into NASCAR. Jeff Gordon for example. Older and established open wheel drivers, no matter how talented, have a problem making the transition. Anyone remember Steve Kinser’s attempt at a crossover back in the 90s? Kinser has all the racing talent in the world, NASCAR wasn’t a good fit. Of course, there are exceptions, but in general the established open wheel drivers never live up to expectations in stock cars.

    Petty will keep complaining, Danica will keep languishing. Go Daddy will keep writing checks and the sheeple fans will keep arguing.

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