SBD/August 13, 2014/Marketing and Sponsorship

3M Signs Three-Year Deal As Primary Sponsor For Jeff Gordon's Sprint Cup Car

Hendrick Motorsports yesterday announced that 3M has agreed to a three-year deal to sponsor the No. 24 NASCAR Sprint Cup Series Chevrolet driven by Jeff Gordon. 3M will be a primary sponsor in 11 races annually from '15-17, remaining an associate partner in all other events (HMS). 3M currently sponsors Roush Fenway Racing's No. 16 Sprint Cup Ford driven by Greg Biffle (THE DAILY). FOXSPORTS.com's Tom Jensen noted 3M "fills out" sponsorship for Gordon's No.24 car for next year. AARP will be the "primary sponsor for 13 races, 3M for 11, Axalta for 10 and Pepsi and Panasonic for two races each." Hendrick Motorsports said that all five of 3M's business units "will participate in the new deal" (FOXSPORTS.com, 8/12). USA TODAY's Nate Ryan notes RFR President Steve Newmark "shed some light on the sponsorship situation, which announced recently that Biffle, Ricky Stenhouse Jr. and Trevor Bayne (with AdvoCare moving to Sprint Cup) would comprise" its '15 driver lineup for the Sprint Cup Series. Newmark said, "We have some exciting '15 partnership announcements for the No 16. coming in the next few weeks and look forward to sharing soon. We're thankful for the 10-year relationship we've enjoyed with 3M that's included some of Roush Fenway's most memorable victories" (USA TODAY, 8/13).

ECONOMIC ENGINE LIGHT ON? YAHOO SPORTS' Nick Bromberg noted AARP's Drive to End Hunger last week announced it was "extending its contract with the No. 24 team." While both the AARP and the 3M announcements "aren't certainly bad news, they're not completely rosy." AARP will sponsor "fewer races than it does currently and so will 3M." While NASCAR and teams have "trumpeted the number of sponsors entering the sport, it's a move made out of necessity." With companies making "smaller commitments in terms of space and number of races, more agreements are needed to fill space on hoods and quarterpanels" (SPORTS.YAHOO.com, 8/12).
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Marketing and Sponsorship, NASCAR, 3M

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