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SBD/May 24, 2012/Marketing and Sponsorship
Danica Struggling On Track In NASCAR, But Her Move Is A Success Business-Wise
Published May 24, 2012
SOME GIRLS HAVE ALL THE LUCK: Pockrass in a separate piece noted Patrick “uses everything at her disposal to attract sponsors and market her image.” Part of that includes “having the best finish of any woman ever” in the Indianapolis 500 and NASCAR Nationwide Series. But it also includes “appearing twice in the Sports Illustrated swimsuit issue, posing for Maxim and several suggestive Go Daddy commercials.” Pockrass asked, “Would companies and race teams be attracted to her if she were a he?” IMG Senior VP/Business Innovation Mark Dyer said, “I don’t even know how to respond to that because Danica is Danica. The reason IMG is involved with her is that she is a sports celebrity that transcends the sport that she’s in.” Patrick: “I’m a girl, and to say that I can’t use being a girl doesn’t make any sense. In this world, there is so much competition out there and you have to use ... everything that you have to make sponsors happy, to attract them and to be unique and different” (SPORTINGNEWS.com, 5/23).