Wheels & Deals: Robby Gordon Gets Fruit Of The Loom Deal

Gordon Signs Fruit Of The Loom To Nine-Race Sponsorship

Robby Gordon has inked a nine-race primary sponsorship agreement with Fruit of the Loom, the first of four nine-race deals that “will allow him to drive a full Nextel Cup season for Robby Gordon Motorsports” in car No. 7., according to Brant James of the ST. PETERSBURG TIMES. Gordon, who has previously owned NASCAR and IRL teams, said three more sponsors “will be announced in the coming weeks,” including one today at Daytona Int’l Speedway (ST. PETE TIMES, 1/19). NASCAR.com’s Dave Rodman reported Fruit of the Loom will also sponsor Gordon’s No. 55 Busch Series Chevrolet in the season-opening Hershey’s TAKE 5 300 at Daytona, the only Busch race Gordon plans to run this season. Fruit of the Loom sponsored Gordon’s team “for most of its 25 Busch series races last season” (NASCAR.com, 1/18).

ROAD COORS: In Atlanta, Minter reports Bill Elliott, who is running a part-time Nextel Cup schedule for Evernham Motorsports, will switch to a Chip Ganassi-owned No. 39 Dodge with sponsorship from Coors in the February 12 Budweiser Shootout at Daytona. Coors sponsored Elliott from ‘84-91. Ganassi also owns the No. 40 Nextel Cup entry of Sterling Marlin, which is sponsored by Coors Light (ATLANTA CONSTITUTION, 1/19).

DRIVE TIME: In Baltimore, Sandra McKee examines the marketability of NASCAR drivers. Platinum Rye Entertainment President Ryan Schinman said of drivers appearing more frequently in TV ads: “I’ve got clients requesting (Cup drivers) more. ... It’s about more brands getting on cars and using them in ads and it’s going to continue. It’s one of the safest bets in the business because of the drivers’ personalities and the connection they make with the fans.” Schinman added, “Drivers have to go above and beyond for the corporate sponsorship. If Derek Jeter doesn’t get an endorsement deal, who cares? He has (an extremely large) contract guaranteed. But if you’re the 10th-best driver, you have to basically kiss the sponsor’s butt because if he’s not sponsoring you, you’re not racing” (SUN, 1/18).