SBD/March 17, 2017/Marketing and Sponsorship

Data Shows Danica Patrick Had Strong Social Media Sponsor Integration With Nature's Bakery

Nature's Bakery paid Stewart-Haas Racing $15M to sponsor Patrick in '16
Stewart-Haas Racing in a court filing on Thursday noted Nature's Bakery, which paid Stewart-Haas Racing $15M to sponsor Danica Patrick in '16, received almost $4.5M in TV news exposure and almost $7M in "estimated internet media exposure in the first year of the sponsorship," according to Bob Pockrass of ESPN.com. The exposure data was "part of a court filing Thursday in SHR's lawsuit against the fig bar company." It "cites an MVPIndex report that found Patrick generated the fifth most impressions for Nature's Bakery of any brand in NASCAR" from January through August last year, while her sponsor integration on social media platforms was "higher than that of Dale Earnhardt Jr. and Nationwide, Brad Keselowski and Miller Lite, and Kevin Harvick and Jimmy John's." It also said that in less than one year, 70% of NASCAR fans surveyed associated Nature's Bakery with Patrick -- compared to 74% associating Busch beer with Kevin Harvick, who had been sponsored by Budweiser from '12-15 and then Busch in '16. The letter also "states that while Patrick sponsor TaxAct ran a three-month promotion that generated 70,000 entries, a pair of Nature's Bakery promotions (one a 10-month promotion, the other a four-month promotion) yielded 50,300 entries" (ESPN.com, 3/16).
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