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SBD/Issue 165/Sponsorships, Advertising & Marketing
Old Spice Not Renewing Tony Stewart Sponsorship After Season
Published May 10, 2010
|Old Spice Has Sponsored Stewart For 11 Years|
Old Spice yesterday confirmed that it "will not renew its sponsorship" of Stewart-Haas Racing's No. 14 NASCAR Sprint Cup Series entry driven by Tony Stewart following this season, according to Bob Pockrass of SCENEDAILY.com. Old Spice has sponsored Stewart for 11 years and is slated to serve as his primary sponsor in 14 Cup races this season. Old Spice Brand spokesperson Mike Norton in a statement said, "Based solely on a change in our marketing strategies, the Old Spice contract with Tony Stewart and Stewart-Haas Racing will expire at the end of 2010 and will not be renewed." Stewart's primary Cup sponsor "for the majority of the year" is Office Depot, but the Old Spice departure means that "neither the car of Stewart nor teammate Ryan Newman is fully sponsored for 2011." Newman has sponsorship this season with U.S. Army and Tornados, but "still has some races unsponsored" (SCENEDAILY.com, 5/9). Office Depot will “continue as a co-primary sponsor” of Stewart’s No. 14 Cup entry next season, and SHR Chief Publicist Mike Arning said that the team has “already started a search for a new sponsor” (THATSRACIN.com, 5/9). YAHOO SPORTS’ Nick Bromberg noted unless SHR “already has a deal with Budweiser or a similar sponsor, this could easily put a damper on the team’s plans to expand to three cars” (SPORTS.YAHOO.com, 5/9).
RING MY BELL: The Hartford CEO Liam McGee this morning rang the Opening Bell at the NYSE in celebration of the company's 200th anniversary. McGee posed with Richard Childress Racing's No. 33 Sprint Cup car driven by Clint Bowyer, for which The Hartford serves as the primary sponsor for three races this season, including last Saturday's Showtime Southern 500 at Darlington Raceway. The company is an associate sponsor for the car for all other races in '10 (THE DAILY).
|Hartford's McGee Posing With RCR's No. 33 On Wall Street|