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SBD/January 22, 2013/Marketing and Sponsorship
Stewart-Haas Racing Still Looking To Sell Primary Sponsorships For Several Races This Year
Published January 22, 2013
BEER RUN? RCR’s deals with Budweiser, Jimmie John’s and Rheem, which sponsor the No. 29 car Harvick drives, are up at the end of this year. The team is in discussions with all three, but Budweiser is the most important deal. The A-B brand is the primary sponsor for 20 races on the No. 29 car. When news broke last year that Harvick planned to leave RCR for SHR, many in the NASCAR press assumed that Budweiser would go with him. However, the brand is evaluating its options. If it stays with RCR, it could have a chance to sponsor Richard Childress’ grandson, Austin Dillon, in the No. 3 car. The deal would give it both a young driver with the 22-year-old Dillon, who fits their demo, and and a legendary car number. The No. 3 has not been driven in a Sprint Cup race since Dale Earnhardt’s death in '01. If it goes with Harvick, it will be sticking with a driver who it has built equity in over the last two years through POS promotions and special events like the roast it hosted on Speed in '11. Sources said A-B VP/Media, Sports & Entertainment Marketing Blaise D’Sylva will oversee the brewer's evaluation of its NASCAR sponsorship options. A decision is expected by late this summer or early in the fall (Tripp Mickle, SportsBusiness Journal).