Aspen Dental Steps Up

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Aspen Dental Steps Up

Post by HiddenHollow »

Aspen Dental Steps Up To Fill Gap In Danica Patrick?s Sponsorship

Tom Jensen Feb 14, 2017 at 9:58a ET

The good news for Danica Patrick and Stewart-Haas Racing is they didn?t need to wait long to find a replacement for her former sponsor, Nature?s Bakery.

SHR announced Tuesday morning that Aspen Dental will be Patrick?s primary sponsor for ?a double-digit? slate of races in 2017.

Aspen Dental will be on Patrick?s No. 10 Stewart-Haas Racing Ford Fusion for the Daytona 500 and an unspecified number of races beyond that.

?Our commitment to Danica Patrick goes back almost four years and our relationship with SHR even further,? said Bob Fontana, chairman and CEO of Aspen Dental Management Inc., in a statement released by the team.

?She is a strong advocate for the Aspen Dental brand and a wonderful ambassador for programs like the Healthy Mouth Movement,? Fontana said. ?Danica and Stewart-Haas Racing have encouraged fans to get started on the road to better oral health care while showcasing how Aspen Dental practices make it easy for them. We look forward to our enhanced partnership.?

Patrick needed a new primary sponsor after the deal between SHR and Nature?s Bakery flamed out after just one season.

SHR sued Nature?s Bakery for $31.7 million earlier this month after the Nevada-based maker of fig bars and brownies pulled out of its sponsorship deal after just one year.

Nevada-based Nature?s Bakery was Patrick?s main primary sponsor in 2016 and was scheduled to be on Patrick?s No. 10 Stewart-Haas Racing Ford for at least 20 races again this year and again in 2018.

?Nature?s Bakery is in material breach of its contract with Stewart-Haas Racing. It is an unfortunate situation, as the team has delivered on all aspects of its contract and was prepared to do so again in 2017,? SHR said in a statement issued after the suit was filed. ?Ultimately, this is a situation that will be resolved in a court of law.?

:arrow: http://www.foxsports.com/nascar/story/a ... ponsorship

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Re: Aspen Dental Steps Up

Post by HiddenHollow »

Off-Track Performance More Important Than On-Track For Today?s Sponsor

Tom Jensen Feb 14, 2017 at 11:08a ET

If there?s a lesson to be taken from today?s Danica Patrick-Stewart-Haas Racing announcement, it?s this: In this day and age, the secret to a team?s success is how it represents its sponsors.

Tuesday morning, SHR announced that Aspen Dental would be the primary sponsor of Patrick?s No. 10 SHR Ford for a ?double-digit? slate of races this year. That?s up from four races last year and just two races in 2015.

The conventional wisdom for years was that if you went out and won a bunch of races, sponsors would flock to you. Nowadays, though, it?s pretty much the exact opposite: Do a great job for your sponsor and you will acquire the tools you need to succeed.

If you?re a race-car driver, it?s not enough anymore to perform on track. You have to perform off-track, too.

If you look only at on-track stats, frankly Patrick?s performance so far in NASCAR has not been especially impressive. In 154 starts in what is now the Monster Energy NASCAR Cup Series, she has one pole, no wins, no top fives and only six top 10s. Patrick has never once finished higher than 24th in points.

But you could argue with some conviction that no one works harder to represent his or her sponsor than Patrick does. She?s very active on social media and over the years has done plenty of events and television commercials. She did a great job for GoDaddy.com for years when they were her main sponsor.

And she did a good job for small sponsors, too, which is why Aspen Dental is stepping up its commitment to the team.

Last year during Speedweeks, Patrick hosted a well-publicized yoga class in Daytona that got a ton of publicity on television, newspapers and the internet.

Also last year, Patrick led Aspen Dental?s ?Turbocharged Tooth Fairy? program to get race fans to go to the dentist.

If you?ve ever been to the Talladega infield you?d realize there is a strong need for quality dental care. And that?s putting it charitably.

Now my guess is, when Patrick began racing go-karts as a kid, wandering through the Talladega infield checking out teeth wasn?t something she thought she?d ever do.

But in today?s NASCAR, if you want to keep a sponsor, you have to deliver for that sponsor, something Patrick excels at.

Will the on-track results ever equal her value in repping a sponsor?

Maybe, but probably not.

The important thing is, though, she delivers in a big way for her sponsors, and in today?s world, that matters an awful lot.

:arrow: http://www.foxsports.com/nascar/story/o ... ys-sponsor
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Re: Aspen Dental Steps Up

Post by Annalee »

Well that puts an end to Ricky Cravens comment of "Being long in the tooth"...jokes on him :s_rofl :s_rofl ...She is great for her sponsors.....
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