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If Danica Moves to NASCAR, Buckle Up

Marketers say she could up viewership, sponsorship

By Matt Cantor,  Newser Staff

Posted Jun 10, 2009 11:30 AM CDT

(Newser) – If Danica Patrick switches gears from open-wheel racing to NASCAR, she could provide a much-needed boost to the recession-scarred circuit, experts tell Advertising Age. “Every TV rating for every race will increase” if Patrick makes the shift, says a sports marketing exec. Track attendance would rise, and women’s interest in the sport would “skyrocket,” he says. Not to mention $50 million in new sponsorship funding.

Patrick was the first woman to win an IndyCar race and has savvily built up her brand. “She is a star. Danica's star power would be great for the sport,” notes another expert. Her Indy Racing contract expires this year, and she has seemed open to a switch. As a leading driver, she says, “you want to jump from one top to another top.”

Danica Patrick, center, poses for a picture with other Indy 500 drivers in New York, Monday, May 18, 2009.  Patrick is in the 10th position for the Indianapolis 500, which will be on May 24, 2009.
Danica Patrick, center, poses for a picture with other Indy 500 drivers in New York, Monday, May 18, 2009. Patrick is in the 10th position for the Indianapolis 500, which will be on May 24, 2009.   (AP Photo/Seth Wenig)
Danica Patrick glances back before practice for Saturday's IndyCar Series' Bombardier Learjet 550 auto race at Texas Motor Speedway, Thursday, June 4, 2009, in Fort Worth, Texas.
Danica Patrick glances back before practice for Saturday's IndyCar Series' Bombardier Learjet 550 auto race at Texas Motor Speedway, Thursday, June 4, 2009, in Fort Worth, Texas.   (AP Photo/Matt Slocum)
IRl driver Danica Patrick signs autographs for fans during a break in practice for the Indianapolis 500 auto race at the Indianapolis Motor Speedway in Indianapolis, Thursday, May 7, 2009.
IRl driver Danica Patrick signs autographs for fans during a break in practice for the Indianapolis 500 auto race at the Indianapolis Motor Speedway in Indianapolis, Thursday, May 7, 2009.   (AP Photo/AJ Mast)
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COMMENTS
Showing 3 of 5 comments
Robert_Dada
Jun 10, 2009 7:33 AM CDT
It's one big left turn that goes on forever. Who cares?
Mr.C
Jun 10, 2009 6:19 AM CDT
or shorten the race to 20 laps total
RobN
Jun 10, 2009 5:41 AM CDT
She may be a brand, but she doesn't win races. In NASCAR only Jr. can get away with that.

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