Budweiser has teamed with Sprint Cup Series points leader Kevin Harvick, painting his No. 29 Chevrolet with the traditional red as a primary sponsor for most of the 2011 season after the departure of Shell/Penzoil to Penske Racing.Budweiser announced that would be Harvick's primary sponsor for 20 Cup races, as well as the two non-points races during Speedweeksick and will be a co-primary sponsor for the Sprint All-Star Race. Furthermore, the beer company will be an associate sponsor on the remaining 16 Cup races.
Mark Wright, vice president of media, sports and entertainment marketing for Anheuser-Busch commented:
"Budweiser's involvement in NASCAR dates back more than three decades, and we're excited to have as successful a driver as Kevin Harvick to usher in a new era for Budweiser"
Harvick and Richard Childress Racing lost current sponsor Shell-Pennzoil in April, while Harvick was terminated a 115-race winless streak and added 2 more Sprint Cup victoeis by then. At the same time Budweiser has begun to search for a new driver when Kasey Kahne announced his move to Hendrick Motorsports in 2012. Kahne's decision left the longtime NASCAR sponsor in search of its third driver in three seasons. In 2008 Dale Earnhardt Jr.'s move to Hendrick ended Bud's eight-year sponsorship of NASCAR's most popular driver, and the company launched an expensive re-brand with Kahne. Now the brand would has chosen to move to Harvick, who along with RCR is on an impressive resurgence and has become a significant title contender.
Harvick commented:
"Budweiser is one of the most respected sponsors in our sport. They do a lot to market their teams and the sport in television broadcasts and away from the track. I'm looking forward to driving the No. 29 Budweiser Chevrolet, taking it to Victory Lane and winning championships."
It is rumored that the Bud deal for Harvick was actually a victory over the two-time series champion Tony Stewart for the sponsorship who has lost his Old spice primary sponsor for 2011 as well. And Jeff Gordon's winless streak and latest bad performances has left him without his Dupont primary sponsor as well for the 2011 till now
Richard Childress commented:
"Throughout his career, Kevin has shown he can win at any level in NASCAR. Combining his talent with Budweiser's NASCAR lineage and proven track record of innovative sponsorship activations makes this an exciting pairing for fans everywhere. RCR prides itself on its heritage and authenticity, so working with a brand like Budweiser, which has built their reputation on those same values, is a very special opportunity."
