Kevin Harvick Inc. Signs MMA Figher Cerrone To Representation Deal

Kevin Harvick Inc. will “reach outside of the auto racing industry for the first time to manage athletes,” annoucing Thursday it has “signed UFC lightweight Donald ‘Cowboy’ Cerrone as its first client,” according to Jeff Cain of MMA WEEKLY. The signing of Cerrone “isn’t Harvick’s first experience with the mixed martial arts industry.” MMA apparel company Tapout “sponsored Harvick’s Nationwide Series car driven by Elliot Sadler in last year’s March race at Las Vegas Motor Speedway.” It was Tapout’s “first sponsorship outside of fighting.” KHI’s entrance into athlete management “could change the landscape of sponsorship deals” (MMAWEEKLY.com, 6/20). The AP noted KHI since merging with Richard Childress Racing in '12 “has transferred its primary concentration to athletes and sponsors in and out of the auto racing industry," including Harvick, Cerrone, NASCAR driver Jeff Burton and golfer Jason Gore (AP, 6/20).