Motorsports is directly tied to corporate partnerships that fund sports organizations like NASCAR and their teams. When partners, or more commonly known as sponsors, enjoy an association with a team and/or driver and feel like they’re getting results, they stick with them. These kinds of relationships are invaluable and such is the case of Ryan Newman.
One of the main sponsors on his #39 Chevrolet at Stewart Haas Racing, Quicken Loans, is moving with Newman over to Richard Childress Racing and the #31 Chevrolet Ryan will be driving come the 2014 season (source: Quicken Loans). Quicken Loans will be the primary sponsor and exposure on the #31 car for 12 races next year and an associate sponsor for all the other races. Caterpillar will be the main sponsor for 24 races – the season has 36 races and two special non-points events.
Benefiting from MWR scandal
Newman, from Indiana, will be replacing veteran driver Jeff Burton in the #31 in 2014. This year, Newman is ninth in the Chase after making it into the playoffs when Michael Waltrip Racing (MWR) was caught cheating and subsequently penalized at the season-ending Richmond race.
The sport has had some black marks on it recently with the cheating scandal at the fore. Ironically, or maybe not, while MWR is losing sponsors because of the scandal, Newman is benefiting from his more honest approach to the business partnership, staying above the fray and concentrating on racing. Quicken Loans has acknowledged the advantage of being associated with the 35 year old Hoosier when Jay Farner, president and chief marketing officer of Quicken Loans said,
“Ryan has shown that he is not only an incredible race car driver, but also someone with great integrity and class. The way Ryan has handled some very tough situations this year, while also continuing to ignore the noise and perform at a high-level, made our decision to stick with him a no-brainer. He embodies what we stand for each and every day.”
Newman has been a steady competitor and has four garnered wins at Stewart Haas since its inception in 2009. Before that, Ryan had a long tenure at Penske Racing, going back to 2000 when he drove his first Cup race. It should be noted that Newman’s crew chief will be Luke Lambert who is already with the #31 at RCR.
Beyond a sponsor
Newman also revels in the relationship he has with the Detroit-based retail mortgage lending giant saying,
“My relationship with Quicken Loans goes beyond driving the car. I’ve gotten to know them and their business, becoming friends with them in the process.”
As those of us who are in marketing know, partnerships like this are priceless for both sides and as far as race teams are concerned, much can be learned from the bond that has been built between Ryan Newman and Quicken Loans.