Shell/Pennzoil Agrees To Alter Kevin Harvick’s Fire Suit

By Michael Smith, Staff Writer, SportsBusiness Journal

Shell/Pennzoil Says It Will Alter Harvick’s Fire Suit

Shell/Pennzoil has agreed to alter the markings on driver Kevin Harvick's fire suit this weekend for the Nextel Cup Auto Club 500 at California Speedway. But the turf war between Sunoco, the official fuel of NASCAR, and Shell appears to be far from finished. Shell Dir of Sponsorship Kevin Ilges said Thursday that the company’s program with Richard Childress Racing (RCR) as sponsor of Harvick's No. 29 car followed the parameters set by NASCAR, including the use of the Shell logo and lettering on Harvick's fire suit last weekend at Daytona. But Sunoco VP/Marketing Cynthia Archer adamantly disagreed. "You can't do that," Archer said, when asked about the Shell markings on the suit. Archer said she had been making Sunoco's displeasure known to NASCAR even before the Daytona 500, which was won by Harvick. Sunoco also is concerned about some of the at-store activation that Shell has used to associate its fuel brand with Harvick. Shell plans to market Daytona 500 championship merchandise and signage at its stores in the near future. "We think that's a problem," Archer said.

MAKING A CHANGE: Ilges said officials at Shell and RCR continue to negotiate with NASCAR. Ilges called the fire suit Harvick will wear at California Speedway a temporary model. Harvick's new fire suit will reflect the look of the hood, which means a smaller Shell logo with Pennzoil wording across the top and possible Pennzoil lettering down the legs, where it read Shell last weekend. “We're still trying to understand the need for permanent change," Ilges said. "Everything we've done has been within the parameters we were given by NASCAR." When asked to explain his understanding of those parameters, Ilges said, "There's no fuel brand inside the track." Officials at other NASCAR teams said that marketing must not center on the gas brand at all.

DIFFERENCE OF OPINIONS: Archer said, "As we understand it, the sponsorship was granted under the motor oil category and that's Pennzoil.” So when Harvick hopped out of his winning car with Shell markings and lettering, "we were surprised," Archer said. But Ilges said Shell followed NASCAR's advisement on markings. "As we put our program together, we were in communication with NASCAR," Ilges said. "We'll continue to be in communication with NASCAR about any permanent changes." Asked specifically about Sunoco's complaints, Ilges said, "At the end of the day, somebody is going to find a way to rain on our parade, but the reality is that all of our employees know that we won the Daytona 500 and it's a very proud moment for us right now." Sunoco, apparently, isn't sharing in the celebration. "The community works a lot better when everyone abides by the letter and the spirit of the agreements," Archer said.