SBD/August 7, 2014/Marketing and Sponsorship

Danica Patrick Talks New Revo Sunglasses Line, Sticking By Brand Values

Patrick said she currently represents about 15 sponsors
NASCAR driver Danica Patrick this morning appeared on CNBC's "Squawk Box" to discuss her new line of Revo sunglasses from Sequential Brands, noting it "comes out in October at Sunglass Hut and is available online at now." Patrick said, "When I worked with the agent I have now, we did a whole branding session where it was ideas and boards and everything." Patrick said Revo knows "what fits my brand, and that’s important, because if you aren’t with things that you believe in and will actually wear or use then the relationship doesn’t really work.” Asked how many total sponsors she currently has, Patrick responded, “We looked on the (driver's fire suit) this morning and it's GoDaddy, and Nationwide, and Coca-Cola. We won’t go too far, but then there’s also my personal sponsors. ... I think somewhere around 15-ish or so.” Asked if she was required to tweet on behalf of her sponsors, Patrick said, "Sometimes it's part of the day that you're doing, but it's all built around what's natural." Patrick: "I stand my ground pretty hard on sticking with brand values and trust and believability and just making sure that people know that it's really me" ("Squawk Box," CNBC, 8/7). See the full endorsement portfolio for Danica Patrick at Resource Guide LIVE.
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