Fans of NASCAR racing already know that web hosting company and domain registrar GoDaddy sponsors a car in both the Nationwide and Sprint Cup series. Both cars are driven by female driver and media darling Danica Patrick. But the company announced earlier this week they were signing on with Fox Sports has one of the television sponsors for the Saturday race at Darlington.
Despite the fact the company has long been an advertiser during the NFL’s Super Bowl, NASCAR is new territory for them. It remains to be seen whether or not their spots will push the envelope like their infamous Superbowl ads do.
Choosing the Darlington night race as the first race to sponsor is a great strategic move by the Scottsdale-based company. Darlington is known as the “Lady in Black” and the “Track Too Tough to Tame” because it’s unique configuration lends itself well to drivers hitting the wall and leaving large, black streaks. GoDaddy hopes to play off that image by combining it with Ms. Patrick being both its car driver and a company spokesperson.
“Darlington is known for challenging some of the savviest NASCAR drivers,” said GoDaddy Executive VP Barb Rechterman. “Danica is tough and revved-up for Darlington. GoDaddy will be cheering her on as she tackles this historic race track.”
Patrick will be driving the GoDaddy.com number 7 Chevrolet for Dale Earnhardt’s JR Motorsports in Friday night’s nationwide race. Saturday night she’ll be in the saddle for the Sprint Cup race, driving the number 10 GoDaddy.com Chevrolet for Stewart-Haas Racing. She’ll be under the gun after a lap 2 wreck at this year’s Daytona 500 spoiled her Sprint Cup debut.
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