Danica Patrick, right, says that the sponsor change of GoDaddy's neon green and black to Nature's Bakery blue-and-white will do wonders for her complexion. Chuck Burton / AP Photo
Danica Patrick, right, says that the sponsor change of GoDaddy's neon green and black to Nature's Bakery blue-and-white will do wonders for her complexion. Chuck Burton / AP Photo

Danica Patrick finds new Nascar sponsor with a ‘fit and healthy lifestyle’ in Nature’s Bakery



Danica Patrick’s fit and healthy lifestyle has landed her a new sponsor that allows her to stay with Stewart-Haas Racing.

SHR announced a deal Tuesday that makes Nature’s Bakery the primary sponsor of Patrick’s No 10 Chevrolet beginning next season. The Nevada-based food brand replaces Patrick’s longtime sponsor, GoDaddy. Nature’s Bakery will place its signature tagline, “Energy for Life’s Great Journeys,” on Patrick’s car for 28 of the 38 Sprint Cup events.

“Our brands align so perfectly, it’s amazing,” said Patrick, who admitted she ate a Nature’s Bakery gluten-free fig bar before the announcement at SHR’s race shop in Kannapolis, North Carolina.

Company founder Dave Marson said Patrick, one of the most recognizable athletes in the world with crossover appeal in sports and entertainment, fits the Nature’s Bakery brand.

“All you need to say is `Danica’ and people know exactly who you’re talking about,” Marson said. “She has immersed herself and succeeded in a very intense sport and been recognized for her efforts.”

Much of Patrick’s marketability was built during a long partnership with GoDaddy that began in 2007. The Internet domain giant – which tweeted its congratulations to Patrick, Stewart-Haas Racing and Nature’s Bakery on the partnership – has been her main backer since the 2010 IndyCar season when she was with Andretti Autosport, and it followed her to NASCAR.

But the company said in April that this third Sprint Cup season with Patrick would be its last in Nascar, which forced Patrick to worry about funding her racing career for the first time in probably a dozen years.

GoDaddy’s sponsorship agreement was in line with Patrick’s contract with SHR, and both deals ran only through the 2015 season. The loss of funding meant SHR needed a replacement sponsor in order to keep Patrick, who could also have tried to sign with another Cup team.

She wanted to remain at SHR, with co-owner Tony Stewart, reigning Sprint Cup champion Kevin Harvick and Kurt Busch, and seemed confident that her marketability and appeal to such a wide audience would help land a sponsor that fit her own brand. She said “nope” Tuesday when asked if she even spoke to other NASCAR organisations.

“I was really fortunate that I didn’t have to, this is where I wanted to be,” she said. “I really feel like family here, and this is where I want to be, and I really am fortunate that I didn’t have to look anywhere else.”

Patrick said representing Nature’s Bakery, a company new to Nascar, is “a great deal of responsibility.”

“They have ambitious goals and they’re going to rely on me and everyone at Stewart-Haas Racing to deliver,” she said. “I have ambitious goals, too. It’s why I came to NASCAR and, specifically, to Stewart-Haas Racing. There’s still a lot I want to achieve in this sport and I’m looking to continue my professional journey with a brand as determined as I am.”

Patrick has 105 starts at NASCAR’s top level, with six career top-10 finishes. She won the pole for the Daytona 500 in 2013, and is currently a career-best 21st in the standings.

She’s twice led laps in the Indianapolis 500, finished a career-best third in that race in 2011 and won her only IndyCar race in 2008, in Japan.

“Danica has proven she belongs in the NASCAR Sprint Cup Series and we’re very happy to have her a part of our team for years to come,” said Stewart. “Nature’s Bakery is a natural fit with Danica. She has played an important role in the growth of all the businesses associated with her and our growth as a race team.”

Nature’s Bakery was founded in 2010 by the father-and-son duo of Dave and Sam Marson. Its deal with Patrick means no more neon green paint for her No 10.

“I feel like that’s a really good color for me,” Patrick said of her new blue-and-white Chevrolet. “It’s going to be really good for my complexion.”

Nature’s Bakery will become one of the smallest primary sponsors in Nascar, with fewer than 500 employees in the United States. Marson said the company’s products are in all 50 states and 22 countries, and he considers Nature’s Bakery a global brand.

Moving its marketing into Nascar was his son’s vision, and the company was familiar with SHR because it uses co-owner Gene Haas’ CNC machines to make its products.

“We think Stewart-Haas Racing and Danica for believing in us because we had a dream and we believe we are the up-and-coming Fortune 500 company,” Marson said. “We are a normal American company that is living the American dream.”

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RESULTS

Dubai Kahayla Classic – Group 1 (PA) $750,000 (Dirt) 2,000m
Winner: Deryan, Ioritz Mendizabal (jockey), Didier Guillemin (trainer).
Godolphin Mile – Group 2 (TB) $750,000 (D) 1,600m
Winner: Secret Ambition, Tadhg O’Shea, Satish Seemar
Dubai Gold Cup – Group 2 (TB) $750,000 (Turf) 3,200m
Winner: Subjectivist, Joe Fanning, Mark Johnston
Al Quoz Sprint – Group 1 (TB) $1million (T) 1,200m
Winner: Extravagant Kid, Ryan Moore, Brendan Walsh
UAE Derby – Group 2 (TB) $750,000 (D) 1,900m
Winner: Rebel’s Romance, William Buick, Charlie Appleby
Dubai Golden Shaheen – Group 1 (TB) $1.5million (D) 1,200m
Winner: Zenden, Antonio Fresu, Carlos David
Dubai Turf – Group 1 (TB) $4million (T) 1,800m
Winner: Lord North, Frankie Dettori, John Gosden
Dubai Sheema Classic – Group 1 (TB) $5million (T) 2,410m
Winner: Mishriff, John Egan, John Gosden

COMPANY PROFILE

Company: Eco Way
Started: December 2023
Founder: Ivan Kroshnyi
Based: Dubai, UAE
Industry: Electric vehicles
Investors: Bootstrapped with undisclosed funding. Looking to raise funds from outside

Company Profile

Company name: myZoi
Started: 2021
Founders: Syed Ali, Christian Buchholz, Shanawaz Rouf, Arsalan Siddiqui, Nabid Hassan
Based: UAE
Number of staff: 37
Investment: Initial undisclosed funding from SC Ventures; second round of funding totalling $14 million from a consortium of SBI, a Japanese VC firm, and SC Venture

COMPANY PROFILE

Name: Haltia.ai
Started: 2023
Co-founders: Arto Bendiken and Talal Thabet
Based: Dubai, UAE
Industry: AI
Number of employees: 41
Funding: About $1.7 million
Investors: Self, family and friends

RESULTS

6.30pm Al Maktoum Challenge Round-2 – Group 1 (PA) $49,000 (Dirt) 1,900m

Winner RB Frynchh Dude, Pat Cosgrave (jockey), Helal Al Alawi (trainer)

7.05pm Al Bastakiya Trial – Conditions (TB) $50,000 (D) 1,900m

Winner El Patriota, Vagner Leal, Antonio Cintra

7.40pm Zabeel Turf – Listed (TB) $88,000 (Turf) 2,000m

Winner Ya Hayati, Mickael Barzalona, Charlie Appleby

8.15pm Cape Verdi – Group 2 (TB) $163,000 (T) 1,600m

Winner Althiqa, James Doyle, Charlie Appleby

8.50pm UAE 1000 Guineas – Listed (TB) $125,000 (D) 1,600m

Winner Soft Whisper, Frankie Dettori, Saeed bin Suroor

9.25pm Handicap (TB) $68,000 (T) 1,600m

Winner Bedouin’s Story, Frankie Dettori, Saeed bin Suroor

Expo details

Expo 2020 Dubai will be the first World Expo to be held in the Middle East, Africa and South Asia

The world fair will run for six months from October 20, 2020 to April 10, 2021.

It is expected to attract 25 million visits

Some 70 per cent visitors are projected to come from outside the UAE, the largest proportion of international visitors in the 167-year history of World Expos.

More than 30,000 volunteers are required for Expo 2020

The site covers a total of 4.38 sqkm, including a 2 sqkm gated area

It is located adjacent to Al Maktoum International Airport in Dubai South

If you go

The flights
There are various ways of getting to the southern Serengeti in Tanzania from the UAE. The exact route and airstrip depends on your overall trip itinerary and which camp you’re staying at. 
Flydubai flies direct from Dubai to Kilimanjaro International Airport from Dh1,350 return, including taxes; this can be followed by a short flight from Kilimanjaro to the Serengeti with Coastal Aviation from about US$700 (Dh2,500) return, including taxes. Kenya Airways, Emirates and Etihad offer flights via Nairobi or Dar es Salaam.   

The specs

Engine: 2.0-litre 4-cyl turbo

Power: 201hp at 5,200rpm

Torque: 320Nm at 1,750-4,000rpm

Transmission: 6-speed auto

Fuel consumption: 8.7L/100km

Price: Dh133,900

On sale: now

A Prayer Before Dawn

Director: Jean-Stephane Sauvaire

Starring: Joe Cole, Somluck Kamsing, Panya Yimmumphai

Three stars

Quick facts
  • Storstockholms Lokaltrafik (SL) offers free guided tours of art in the metro and at the stations
  • The tours are free of charge; all you need is a valid SL ticket, for which a single journey (valid for 75 minutes) costs 39 Swedish krone ($3.75)
  • Travel cards for unlimited journeys are priced at 165 Swedish krone for 24 hours
  • Avoid rush hour – between 9.30 am and 4.30 pm – to explore the artwork at leisure
The new Turing Test

The Coffee Test

A machine is required to enter an average American home and figure out how to make coffee: find the coffee machine, find the coffee, add water, find a mug and brew the coffee by pushing the proper buttons.

Proposed by Steve Wozniak, Apple co-founder

Confirmed bouts (more to be added)

Cory Sandhagen v Umar Nurmagomedov
Nick Diaz v Vicente Luque
Michael Chiesa v Tony Ferguson
Deiveson Figueiredo v Marlon Vera
Mackenzie Dern v Loopy Godinez

Tickets for the August 3 Fight Night, held in partnership with the Department of Culture and Tourism Abu Dhabi, went on sale earlier this month, through www.etihadarena.ae and www.ticketmaster.ae.


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