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Volume 24 No. 176
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Danica Patrick Believes Racing's Sponsorship Model Of Logos On Cars Is "Old-Fashioned"

Danica Patrick believes the current sponsorship model used in all forms of racing is “somewhat old-fashioned in its advertising platforms." During an appearance on CNBC, Patrick said, "Stickers on the car is great and all, but ... if you don’t advertise on top of that, it just doesn’t work." Patrick: "You have to really activate. Then you think about getting in the stands, and it’s difficult. It costs money.” She noted the model is not “broken,” but getting “old.” Patrick acknowledged all sports are “trying to get ahead on that stuff and get more into the social media side and figure out what it takes." Patrick: "Sometimes it’s just not that easy. If they knew the answer, they would have fixed it.” Patrick in November announced her plans to retire from competitive racing after she competes in this year's Daytona 500 and Indianapolis 500 ("Power Lunch," CNBC, 1/2).