Aspen Dental doubles sponsorship of Danica Patrick

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JOLIET, Ill. – Danica Patrick’s sponsorship slate continued to swell Friday when Aspen Dental doubled its commitment to the Stewart-Haas Racing driver in a new multiyear deal.

Aspen Dental, which has sponsored Patrick the past two seasons, will back her No. 10 Chevrolet in four races annually starting with the 2016 Sprint Cup Series season. With Nature’s Bakery announced last month as backing Patrick in 28 races, that leaves four races remaining for primary sponsors on Patrick’s car next year.

The team says the car will be fully funded, and it plans to announce the final piece (which is expected to feature current backer TaxAct) of Patrick’s 2016 sponsorship next month.

The addition of Aspen Dental represents another shift in the brand marketing of Patrick, who primarily had been sponsored by GoDaddy for several years. The Internet domain registrar, which made Patrick the focus of some risqué ad campaigns, will end its sponsorship after this season.

Patrick has said the new sponsors dovetail well with her love of cooking, exercise and nutrition.

“For anybody who wonders if I’m interested in a healthy lifestyle, they just have to look at my social media to see that,” she said. “My love for fitness, good food and taking care of your body; those are all things that are important to me. These are important things that parallel my brand so perfectly. It’s why these relationships work.”