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SBD/April 20, 2011/Marketing and Sponsorship
Farmers Insurance Returns To NASCAR Through Deal With Hendrick Motorsports
Published April 20, 2011
KEEP IT RUNNIN': Richard Childress Racing yesterday announced that Caterpillar has agreed to continue its primary sponsorship of RCR's No. 31 NASCAR Sprint Cup Series Chevrolet driven by Jeff Burton. Also, Burton has reached an agreement on a multiyear contract extension with the team. Caterpillar has been a NASCAR sponsor since '93. Its current relationship with RCR began in '09 (RCR). SPEEDTV.com's Tom Jensen noted Burton’s deal "solidifies a strong driver-team-sponsor partnership that has enjoyed considerable success on the track and off" (SPEEDTV.com, 4/19).
BIGGER FISH TO FRY: SCENEDAILY.com's Bob Pockrass noted while Roush Fenway Racing has signed three-year extensions with driver Greg Biffle and his primary Sprint Cup sponsor, 3M, the NASCAR team "still has Carl Edwards and sponsors Aflac and UPS with contracts that expire at the end of the year." Edwards is "free to talk to any team," and it "could take more than one sponsor to lure him as Aflac in the past has asked for Roush Fenway to find companies to partner with them on its current sponsorship." Edwards also "could command a significant salary, which could require two sponsors to make that work." RFR President Steve Newmark "hopes that signing Biffle and 3M shows Aflac and other companies that sponsoring a driver in the sport will work." In addition, UPS, a primary sponsor for RFR driver David Ragan, "also must re-sign." Ragan's contract with the team is "not up but if he doesn’t have a sponsor, it’s likely Roush would replace him with another driver who has sponsorship" (SCENEDAILY.com, 4/19).