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SBD/Issue 246/Sponsorships, Advertising & Marketing
Richard Petty Motorsports, Yates Racing To Merge For '10 Season
Published September 11, 2009
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BUILT FORD TOUGH: FOXSPORTS.com's Lee Spencer noted the merger means that RPM "will be ditching Dodge just weeks after" Dodge President & CEO Mike Accavitti "reaffirmed the brand's commitment to the sport but on a smaller scale" (FOXSPORTS.com, 9/10). Accavitti Thursday "wouldn't comment on Petty's departure but said Dodge would focus on its remaining teams for next season, with Penske Racing becoming the cornerstone of its program" (DETROIT FREE PRESS, 9/11). ESPN’s Marty Smith noted RPM's relationship with Dodge "had soured early this year" after reports the team would switch to Toyota next year. Smith, on RPM: "They really wanted a Toyota relationship at RPM, and when that failed to materialize, they were left without a manufacturer for 2010. We all know Chevrolet is scaling back greatly next year in 2010, so that takes Chevrolet out. What’s left? Ford Motor Company. They approached Yates and made it happen. It came together pretty quickly.” ESPN’s Angelique Chengelis: “They are pretty ecstatic at Ford Motor Company. They feel in a sense like they won a lottery." However, she added, "Maybe it's not great for the sport to see Dodge now with one team: Penske Racing, a three-car team at present time. ... Is this really good for the sport to just have these manufacturers who are now multiple teams and then Dodge?" ("NASCAR Now," ESPN2, 9/10).
REVVING THEIR ENGINES: NASCAR SCENE's Jeff Gluck wrote the merger "came as a surprise to nearly everyone, and the ramifications for the garage area are tremendous." This makes RPM "stronger as an organization, especially if the team has somewhat of an alliance with Roush Fenway Racing -- as Yates did." Ford is a "big winner, just by getting the Richard Petty name in its camp," and the move "should bring a sigh of relief to some anti-Toyota fans who worried they would lose their icon to a foreign manufacturer." But for Petty fans "who don't like Ford, this may be tough to swallow" (SCENEDAILY.com, 9/10).







