By KEVIN JACOBS
The departure of GoDaddy from the sponsorship of Danica Patrick’s No.10 car initially may come as a surprise, but this movement is just everyday business and however disappointing, money had to be the main factor in the decision. The option of working with different sponsors mixed with her recent success should have made the price tag to decorate the No. 10 more in favor of the side of the Stewart-Haas Racing team.
With Patrick experimenting with Tax Act as a sponsor for a few races, eyes opened up to the opportunity for a myriad of possible sponsorships that would be willing to pay more for a weekly sponsor than the usual payout from Go-Daddy. Patrick is a terrific spokeswoman for any company and from the results Tax Act received with the planned short term partnership, the use of the advertising is very effective.
The distressing part about it is fans connect with drivers and cars through sponsorships and paint schemes. Merchandise with related colors and even company allegiance can go along with supporting a driver and a team. In a recent K&N Series race, a car in the field had a similar color scheme as Patrick to the point of a commentator mentioning the resemblance. These instances happen almost subconsciously, but very much is active throughout the sport.
To bring this all around, loyalty is the one word that should not be mentioned concerning this departure. This decision was based on business and as much as fans of Patrick may think there is more to it, unfortunately there is not. SHR did not have loyalty in mind with this decision and as great as the partnership seemed, better options are here now, but will they be in the future?
GoDaddy has been with Patrick through thick and thin and always are these type of separations awkward at first and take time to get used to. Maybe after a certain time with dancing with the other girls at the gym, they will come back to dance with the one they brought to the dance.