CUP: Whole New Drive For Gordon

After having Dupont as his primary sponsor since he broke into the NASCAR Sprint Cup Series in 1992, Jeff Gordon's Hendrick Motorsports Chevrolet will have a radically different look next season, when for 22 races his primary sponsor will be the AARP Foundation’s Drive to End Hunger.

Following are some of the particulars:

What does the sponsorship entail?The AARP Foundation Drive to End Hunger deal is for 22 races per season, for each of the next three years. The AARP is paying market value for the sponsorship, which likely puts it into the $12-$15 million range annually.

To that end, AARP believes the investment will return many more dollars than it costs. AARP also can bring in corporate partners to buy some of the races, as long as those corporate partners don’t conflict with existing Hendrick sponsors. At the end of the day, it’s extremely likely that a substantial portion of the bill will actually be paid for by AARP’s corporate partners, and not the AARP Foundation itself.

Expect one of the most sophisticated and complex marketing programs in NASCAR history to be part of this deal: At the