By AMANDA VINCENT
Kevin Harvick’s No. 4 Stewart-Haas Racing Chevrolet in the NASCAR Sprint Cup Series will get a new sponsor in 2016, sort of. One of the team’s primary sponsors, Anheuser-Busch, has been using the sponsorship to promote its brand, Budweiser, on Harvick’s race cars, dating back to Harvick’s time as driver of the No. 29 Chevrolet at Richard Childress Racing. But beginning in 2016, Anheuser-Busch will promote its Busch brand on Harvick’s No. 4.
“NASCAR continues to be a priority platform for our beer portfolio. We are committed to the sport of racing, the fans and the Stewart-Haas Racing team we support, specifically the No. 4 car of Kevin Harvick,” Anheuser-Busch Vice President of Consumer Connections Lucas Herscovici told NASCAR.com. “To that point, and given we evaluate all of our sports properties on an annual basis, we will be shifting our brand equity in Harvick’s car and team from Budweiser to our Busch beer portfolio for the 2016 NASCAR season.”
Anheuser-Busch sponsored NASCAR’s second-tier series, now known as the Xfinity Series, from its early days in the early 1980s through the 2007 season. Busch also was the original title sponsor of what is now known as the Sprint Unlimited Sprint Cup Series exhibition race at Daytona (Fla.) International Speedway. Prior to sponsorship from Sprint, the event was sponsored by Anheuser-Busch through the name Budweiser Shootout. It originally was called the Busch Clash.
“The Busch brand is well-positioned for this partnership, given the band’s storied history with the sport,” Hersocovici said. “We have a lot of exciting plans in development with SHR for 2016 and will share those details once finalized.”
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