GoDaddy has announced that they will be putting an end to their longtime sponsorship of Danica Patrick in NASCAR. The company has sponsored her career since her IndyCar career. They have built a great relationship with the Stewart-Haas Racing Team, leading many to speculate where the company will go.
The internet company has provided a lot of funding to both Patrick and the team, aiding in their success. The brand has received a plethora of media exposure throughout the years, leading to a reported 81% increase in brand awareness. Fans of the sport have gotten used to seeing the bright-green racing machine of Patrick featured on the front page of many publications, despite any real success from her driving.
In an official press statement from GoDaddy, we learn that the company is interested in reaching the global market: “In reallocating portions of the marketing spend internationally to places where the brand is not as well-known, GoDaddy can market to small business owners and entrepreneurs around the world who want to leverage the power of the Internet with their own digital presence, while still executing on new initiatives to connect with U.S. consumers in a more targeted way,”
“We love Danica and all she does to empower and inspire people, especially women, which is why we are working to keep her in the GoDaddy family,“ said GoDaddy Chief Marketing Officer Phil Bienert. "We have the utmost respect for Stewart-Haas Racing, and they’ve been phenomenal partners. In fact, NASCAR has been a tremendous domestic platform to help us achieve an 81 percent aided brand awareness domestically, but at this stage, we need a range of marketing assets that reach a more globally-diverse set of customers. The fact Danica is having a record-setting season makes it tough to leave this motorsports sponsorship, without a doubt.”
With the web hosting company looking to make an appearance in the international market and Gene Haas making a Formula One team for 2016, people have been quick to put two and two together. Entering into the international market can be difficult without connections, so it could prove quite difficult for GoDaddy to enter the sector. Haas will undoubtedly need funding to start and grow a successful team. With Haas looking for money and GoDaddy having worked with Haas for such a long time, it appears to be a match made in heaven.
GoDaddy is a company with a lot of money to invest and would be a great addition to Formula One. However, never trust the speculation. Contrary to popular opinion, GoDaddy has no plans to start a sponsorship deal with Haas in Formula One; GoDaddy’s chief marketing officer, Phil Bienert, telling Racing Clothesline: “We’re not looking at motorsports specifically right now. We are just starting to review a range of options to build our brand globally and promote our specific value for small business owners and entrepreneurs who want to leverage the power of the Internet.”
This just goes to show you: never trust the rumors.
