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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

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Weekend NASCAR Cup, Xfinity schedule at Richmond

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The NASCAR Cup and Xfinity series move to Richmond International Raceway for this weekend’s racing action.

The track hosted its first NASCAR race in 1953. The 0.75-mile facility is challenging and a driver and fan favorite.

Jimmie Johnson goes for his third consecutive victory after winning at Texas Motor Speedway and Bristol Motor Speedway this month.

Here’s the weekend schedule, complete with TV and radio info.

(All times are Eastern)

Friday, April 28

9 a.m. – 6:30 p.m. – Cup garage open

10:30 a.m. – 6:30 p.m.  – Xfinity garage open

11:30 a.m. – 12:55 p.m. – Cup practice (Fox Sports 1, MRN)

1 – 1:55 p.m. – Xfinity practice (FS1)

3 – 3:55 p.m. – Final Xfinity practice (FS1)

4:45 p.m. – Cup qualifying; three rounds/multi-car (FS1, MRN)

Saturday, April 29

6:30 a.m. – Xfinity garage opens

7:30 a.m. – 4 p.m. – Cup garage open

9 – 9:55 a.m. – Cup practice (FS1, MRN)

10:05 a.m. – Xfinity qualifying; three rounds/multi-car (FS1)

11:15 a.m. – Xfinity driver-crew chief meeting

11:30 a.m. – 12:20 p.m. – Final Cup practice (FS1, MRN)

12:30 p.m. – Xfinity driver introductions

1 p.m. – Toyota Care 250; 250 laps/187.5 miles (FS1, MRN, SiriusXM NASCAR Radio)

Sunday, April 30

8:30 a.m. – Cup garage opens

12 p.m. – Driver-crew chief meeting

1:20 p.m – Driver introductions

2 p.m. – Toyota Owners 400; 400 laps, 300 miles (Fox, MRN, SiriusXM NASCAR Radio)


NASCAR America video: Scan All: Food City 500

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On Wednesday’s edition of NASCAR America, we took one last look back at Monday’s race at Bristol.

Tune in to Scan All: Food City 500.

NASCAR America: Dale Earnhardt Jr.’s team wants him to stay for a few races in 2018

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Dale Earnhardt Jr. might have announced his impending retirement Tuesday from the Cup Series, but his team hasn’t given up on a return appearance.

Crew chief Greg Ives told Marty Snider in a NASCAR America interview that the No. 88 team was trying to get Earnhardt “to commit to four speedway races next year. We’ll see how that works out. We had some light moments, had some fun. Obviously we have a lot of work to do throughout the rest of 2017 and to stay focused on that.”

Ives said Earnhardt broke the news to the team Tuesday morning.

“I think initially when everyone heard, there was probably a big gulp like, ‘OK, we knew the day was coming at some point,’ but you’re never prepared for it,” Ives said. “Dale did a great job of going through that recovery process. It was a long road, he proved to everybody that he could come back and be competitive and go out on his own terms.

“He was very honest about what the shop meant to him. He told some stories about past situations when he first came over to the shop and how intimidated he might have been by the success of Jimmie (Johnson) and Jeff (Gordon). Everyone opened their arms, put their best foot forward and here we are today.”

Ives said the team would be able to stay focused during the last 28 races of Earnhardt’s career.

“I think we knew in back of mind at some point it may happen,” he said. “Maybe we were surprised it happened yesterday. We know where Dale’s at. He’s been transparent and honest of where he’s at in his life. We’ll go out and stay focused. That comfort is there. We understand where we need to be. You’re in position to where you’re going to track to have some fun.”

Watch the full interview from NASCAR America in the video above.


NASCAR America: Sadler happy fans got to see honest side of Dale Jr.

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Veteran NASCAR driver Elliott Sadler has known Dale Earnhardt Jr. for almost his entire life.

The lifelong friendship led to Junior bringing Sadler to JR Motorsports a few years back to race in the Xfinity Series.

But Junior isn’t Sadler’s boss, per se. He’s more like a partner – which goes back to their friendship.

Sadler talked on Wednesday’s NASCAR America about his long friendship with Junior, what Junior has done and meant to Sadler, and Sadler’s thoughts about one of his best friends’ retirement.




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