Photo by Jonathan Ferrey/Getty Images

Stewart-Haas Racing responds to Nature’s Bakery claim about not seeing a bigger return in sponsoring Danica Patrick


What is the value a sponsor can receive in its affiliation with a NASCAR driver and team?

Stewart-Haas Racing states in court documents filed this week that Nature’s Bakery received about $11.5 million in media exposure as Danica Patrick’s sponsor in 2016.

Stewart-Haas Racing cited those figures in response to Nature’s Bakery claim that it did not see the return it was led to believe it would experience as Patrick’s sponsor. Nature’s Bakery terminated its three-year sponsorship agreement with the team in January even though two years remained on the deal.

Stewart-Haas Racing filed a $31 million breach of contract lawsuit Feb. 3 against Nature’s Bakery. The amount comes from $15.2 million Nature’s Bakery was to have paid to sponsor Patrick in 2017 and 2018, along with other costs. Nature’s Bakery sponsored Patrick only in 2016.

In its response, Nature’s Bakery stated in court documents Feb. 24 that “SHR’s promises were illusory and misleading. There was no massive increase in sales. … As a result, the Sponsorship came nowhere close to fulfilling its promises, nor justifying the more than $17 million Nature’s Bakery paid SHR in 2016.’’

In response to those claims, Stewart-Haas Racing stated in court documents this week that:

  • The MVP Index of 2016 driver and sponsor rankings stated that Patrick had a higher sponsor integration into her social media platforms than Dale Earnhardt Jr. and Nationwide, Brad Keselowski and Miller Lite, Kasey Kahne and Farmers Insurance, Kevin Harvick and Jimmy John’s and Chase Elliott and NAPA.
  • From Jan. 1, 2016 to Aug. 31, 2016, Patrick and Nature’s Bakery generated the fifth most impressions of any NASCAR brand.
  • Patrick appeared in Coca-Cola and Mobil 1 TV commercials in her Nature’s Bakery firesuit. She also was in national campaigns for Goodyear, Chevrolet in her Nature’s Bakery firesuit.
  • According to TVEyes, television news exposures generated about $4.5 million in media exposure value.
  • According to the Meltwater clipping service, the estimated internet media exposures generated for Nature’s Bakery was almost $7 million.

Read Stewart-Haas Racing’s court filing detailing media exposure for Nature’s Bakery

 and on Facebook

NASCAR America: Navigating Sonoma means plenty of twists and turns

Leave a comment

You turn left and turn right, what’s the big deal, right?

Actually, wrong.

Sonoma Raceway is an extremely technical racetrack full of winding turns both to the left and right.

On Thursday’s NASCAR America, Parker Kligerman took to the iRacing Simulator to show what drivers might expect on the nearly two-mile roadcourse north of San Francisco this weekend.

NASCAR America: Which NASCAR driver is ready for zombie apocalypse?

Leave a comment

Now there’s something you don’t hear NASCAR drivers talk about every day: how to prepare — and potentially survive — a zombie apocalypse.

Our intrepid reporter, Rutledge Wood, threw a number of NASCAR drivers for a loop when he asked them that very question.

The reactions range from incredulousness to seriousness.  Among those Rut talked with included Martin Truex Jr., Elliott Sadler, Matt Kenseth, Ryan Blaney, Clint Bowyer, Erik Jones and Kyle Larson.

And here’s a few surprises:

  • Brad Keselowski wants to buy a tank for the apocalypse, and supposedly Dale Earnhardt Jr. is waiting to take delivery on his own tank — both to kill zombies, of course!
  • Several drivers also talked about one of their former own who reportedly has already made big plans to take on any zombies that come across his path. As Wood said, that former driver’s name rhymes with Schmarl Schmedwards.

Check out the hysterical video — trust us, it WILL make you laugh — if for nothing else the outlandish responses from some of the drivers.

But it also makes one wonder: what if a zombie is among us and he’s disguised as a zombie? What then — and who might it be?

NASCAR America: John Hunter Nemechek looks to overcome small team, funding

Leave a comment

The good news for John Hunter Nemechek was with his win last weekend at Gateway, he and Nemco Motorports qualified for this season’s Camping World Truck Series playoffs.

But there is potential bad news, as well: because of having one of the smallest teams in the truck series and limited funding, Nemechek and his team are going to need more financial help, lest they potentially can’t afford to race for the championship in the playoffs.

Nemechek talked about that with NASCAR America on Thursday’s show. See the above video.

NASCAR America: Papis teaching next generation of NASCAR champions

Leave a comment

Even though much of his racing career was spent in open-wheel competition, it may surprise some to know Como, Italy native Max Papis has a combined 95 career starts in NASCAR across its three racing series: Cup, Xfinity and Trucks.

Papis’ versatility has proven invaluable in mentoring a number of young drivers with the potential of some day becoming NASCAR champions, including current student William Byron.

Papis spent Thursday on NASCAR America talking about what makes a good young driver and how he enjoys his role as a mentor and teacher.