|
One of the largest sponsorship deals in NASCAR, Dollar
General's deal is valued at more than $20 million annually,
according to The Sports Business Daily. The company also has
some track assets in NASCAR.
"Our strategy to reallocate our future marketing assets into new
programs is strictly a business decision to align our priorities
to better serve our customers in this rapidly changing retail
environment," the Tennessee-based company said in a statement.
Dollar General first became a primary sponsor of the No. 20 in
2011, then driven by Joey Logano. It signed on initially for 12
races, then increased to 17 in 2013, 27 in '14 and 30 last year.
With 30-race deals becoming increasingly rare in the sport, the
JGR team is expected to fill the void with one or more deals in
the near future. Stanley Black & Decker and Dewalt are other
current primary sponsors of the No. 20 car.
JGR has three other Sprint Cup cars that are either entirely or
almost sold out of inventory. SBD speculated that one of the
sponsors for the other cars could potentially step up as a
primary sponsor for Kenseth's car.
Dollar General's announcement is the first of several expected
shakeups in sponsorships, with Mobil 1 and Bass Pro Shops for
Stewart-Haas Racing's No. 14 car also up for renewal this year.
-----------------------------------------------
[© 2016 Thomson Reuters. All rights
reserved.] Copyright 2016 Reuters. All rights reserved. This material may not be published,
broadcast, rewritten or redistributed.
 |
|
