Nature’s Bakery to sponsor Danica Patrick, who signs multiyear extension with Stewart-Haas Racing

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KANNAPOLIS, N.C. – Stewart-Haas Racing announced a multiyear extension Tuesday with Danica Patrick, who will have a new NASCAR sponsor in Nature’s Bakery.

The snacks company, which was founded in 2010 by the father-son duo of Sam and Dave Marson, will be the primary sponsor of Patrick’s No. 10 Chevrolet for 28 of 36 Sprint Cup races annually.

Nature’s Bakery is focuses on food that complements “health-conscious living” and “active lifestyles,” which Patrick said would be a good fit with her personality. Patrick often posts photos of herself doing yoga, hiking and cooking on social media.

“Our brands align so perfectly, it’s kind of amazing,” Patrick said. “I think this journey is going to be a lot of fun. I think there’ll be a lot of exciting things we can do in the future.”

Patrick, who entered NASCAR’s premier series full time in 2013, was in the final year of her contract with SHR. She said she didn’t negotiate with any other teams.

“There’s nowhere else I want to be,” said Patrick, whose longtime backer GoDaddy announced in May that it would scale back its sponsorship after this season. “I’m fortunate I didn’t have to look anywhere else.”

Patrick, who became the first woman to score a major-league oval win in IndyCar in 2008, hasn’t won in NASCAR or qualified for the Chase for the Sprint Cup. But according to an SHR release, Patrick is motorsports’ most recognizable athlete and the most marketable personality in NASCAR according to Repucom.

Team co-owner Tony Stewart hailed Patrick’s attention to detail and ability to give feedback on the car.

“We know what the value of Danica’s brand is, but also from watching her since the IndyCar days, I realized how good a talent she was in addition to being a marketing tool. I look at it more from the racing side than the marketing side. I just like working with her. She asks a lot of questions, she retains it really well. She’s a huge asset here.”

Sam Marson said the sponsorship deal started because the company buys baking machinery from Haas Automation, which is owned by SHR co-owner Gene Haas.