While few people "thought GoDaddy would remain sponsoring 36-plus" NASCAR races a season, yesterday's announcement of a "complete pullout has to turn the stomach of even the sport's most seasoned marketing executives," according to Bob Pockrass of ESPN.com. GoDaddy deciding to end its sponsorship of Danica Patrick's No. 10 Chevy car with Stewart-Haas Racing was a "bit of a surprise," though "not totally unexpected by industry insiders." It is "probably worse for NASCAR than it is" for Patrick herself, as it "should rattle the sport's foundation." GoDaddy has "followed the public relations playbook of how to drop out of NASCAR: Announce a shift in strategy while also touting the worthiness of the initial investment." GoDaddy CMO Phil Bienert said, "It has been a phenomenal vehicle for us to grow our brand, but where we are today is we are an established (brand) in the domestic market." NASCAR Chair & CEO Brian France said, "We're always disappointed when, for one reason or another, a company changes course. That happens. Recently they just went from being private to a publicly traded company and I'm sure that changes a lot of their budgets and strategy and that is just how that goes" (ESPN.com, 4/29). In Phoenix, Hayley Ringle writes GoDaddy's move is "a continuation of the company’s shifting advertising strategy and expansion worldwide under CEO Blake Irving," who came on board in '13. GoDaddy since then "has expanded to serve 37 countries in 17 languages and plans to expand further into Asia by the end of the year" (BIZJOURNALS.com, 4/30). FS1's Danielle Trotta said it "sounds like Danica did her job" as the company's main spokesperson. Trotta: "They’re just wanting to move their money elsewhere overseas to expand their brand internationally” ("NASCAR Race Hub," FS1, 4/29).
THE LATEST TO SAY GOODBYE: In Charlotte, David Scott notes GoDaddy is the "latest sponsor to walk away" from NASCAR. Sprint is ending its title-sponsorship of NASCAR's Cup Series after the '16 season, and The Home Depot "is no longer sponsoring Joe Gibbs Racing’s No. 20 car driven by Matt Kenseth." Nationwide "was replaced this season by Xfinity as the title sponsor of NASCAR’s lower level series" (CHARLOTTE OBSERVER, 4/30). FS1's Wally Dallenbach said it is a "tough time in this sport right now trying to replace" sponsors like GoDaddy that are leaving NASCAR. Dallenbach: "GoDaddy was a great sponsor for NASCAR and for that race team. To try to replace that is a difficult task. That’s why we see so many different sponsors on cars these days because the sport is so expensive." He added, "Danica will always kind of be the face of GoDaddy. It was a great partnership and they’re going to continue that. But they’re making a change and that’s a pretty deep hole to fill for that race team” ("NASCAR Race Hub," FS1, 4/29).
BLESSING IN DISGUISE? USA TODAY's Brant James writes GoDaddy's decision "might have actually come at exactly the right time" for Patrick. Perhaps her "penchant for exploiting moments might make some of the queries placed by her agent Alan Zucker and the business team at SHR -- which reasserted its interest in re-signing her Wednesday -- easier by Monday." Patrick would "prefer the stability," but GoDaddy's exit "provides an opportunity for her to prove her worth on an open market that has been unforgiving for drivers with far broader statistical credentials" (USA TODAY, 4/30). But MOTORSPORT.com's Steven Cole Smith writes, "The reasons Patrick and GoDaddy are splitting could be entirely innocent: The company has simply and legitimately decided to take their marketing in another direction. Or it could be more performance-based. Had she won a race or two, or made the Chase, would we be having this conversation?" Patrick "was lucky to hook up" with GoDaddy and "her value really hasn’t been tested on the open market for nearly a decade." Cole: "She’s pretty, far more polished than she once was, and she’s having a decent season so far; one win, and maybe everything changes" (MOTORSPORT.com, 4/30).
