Brad Keselowski says ‘wins are huge’ in keeping, attracting sponsors

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Brad Keselowski was thrilled with his second Cup victory of the season, but the victory was more meaningful because the car’s sponsor, Reese/Draw Tite, serves as a primary sponsor for only two races.

“We’re fighting so hard to keep sponsors on our car and we have some gaps (in 2020) to fill there,” said Keselowski, whose other victory this season was in Atlanta with sponsor Autotrader.

“When we win with some of those partners, it’s a really big deal for us,” Keselowski added.

Reese/Draw Tite will be back as the primary sponsor on Keselowski’s car later this season. The brands were on Keselowski’s car twice in 2018 — at the first Martinsville race and Richmond playoff race.

Reese/Draw Tite sponsored Keselowski’s Truck Series team beginning in 2012. Reese/Draw Tite signed a multi-year sponsor deal with Team Penske in 2018.

“The wins are huge,” Keselowski said in attracting and retaining sponsors. “You have to win. The market loves winners, as it should. That’s what you would like it to be. You would like it to be about winning and sponsors that are connected to that. In my mind, that’s the way it should be.

“I didn’t come into this sport with a name that was just going to give me sponsors and the biggest sponsors out of the gate. With that in mind, our team has to win. (Car owner Roger Penske) is great because he’s so smart with these business-to-business deals. But even that, that’s really hard on him, and he doesn’t deserve that full burden. He’s worked his butt off, and he shouldn’t have to be in every board meeting and trying to solidify the deals, and I recognize that for him, and I’m proud of the efforts that he does put in, and the last thing I want to do is make him do more of them, right?

“So with that in mind, I hope that we can continue to attract the high‑level sponsors we need to be competitive at this level, and the best way I know how to do that is wins like today.”

Keselowski, who led 446 of 500 laps Sunday, says he plays a role in helping with sponsorship.

“It would be a lot easier to just be the race car driver, but I accept the fact that if we want to have the funding we need to be able to compete with the Toyotas specifically, who are certainly very high up on the funding level, we have to generate those revenues and those funds, and that’s the way we’re going to get back to Victory Lane,” Keselowski said. “You need that to be able to afford the engineering, to be able to afford the pit crew and still pay me to drive. So winning is very, very important.”

Keselowski also said he has five unfunded races to fill in the Xfinity Series this season that he hopes to be able to run but won’t without sponsors.