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Marketing and Sponsorship

Aspen Dental Talking To Other Teams With Danica's Return To SHR In Doubt

Aspen Dental has talked to other teams about a possible switch away from Stewart-Haas Racing after this season with Danica Patrick’s return to the team looking increasingly unlikely. The dental-care chain signed on with SHR in ’15 to sponsor Patrick’s No. 10 Ford for four races. It stepped up to a double-digit amount of races this year to fill the void left by Nature’s Bakery. The length of Aspen Dental’s deal is not known, but sponsor contracts can include clauses that allow an out if there is a driver change. Sources said that the company was kicking the tires with other teams in recent months, something Aspen Dental VP & Head of Communications Michelle Vaeth did not deny. Patrick and SHR have been evaluating whether their relationship would continue after ’17 after losing Nature's Bakery as a primary sponsor. SHR co-Owner Gene Haas has maintained that the team has continued to seek out sponsorship for Patrick in recent months. While a definitive announcement has yet to be made, sources said Patrick's return to the team is looking more and more in doubt. Sources have said that Patrick and her internal team have sought out possible other rides with different teams in recent months. Neither SHR nor Excel Sports Management’s Alan Zucker, who reps Patrick, responded to requests for comment by presstime.

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