Nascar

What does Danica's Nature's Bakery deal mean for sponsor landscape?

KANNAPOLIS, NC - AUGUST 18: (L-R) Sam and Dave Marson, co-founders of Nature's Bakery, Danica Patrick, driver of the #10 Stewart-Haas Racing Chevrolet, and Tony Stewart, co-owner of Stewart-Haas Racing, announce a multiyear deal partnership as Mike Arning of True Speed Communication looks on during a press conference on August 18, 2015 in Kannapolis, North Carolina. The partnership will begin with the 2016 NASCAR Sprint Cup Series season. (Photo by Jared C. Tilton/Getty Images for Stewart-Haas Racing)

KANNAPOLIS, NC - AUGUST 18: (L-R) Sam and Dave Marson, co-founders of Nature's Bakery, Danica Patrick, driver of the #10 Stewart-Haas Racing Chevrolet, and Tony Stewart, co-owner of Stewart-Haas Racing, announce a multiyear deal partnership as Mike Arning of True Speed Communication looks on during a press conference on August 18, 2015 in Kannapolis, North Carolina. The partnership will begin with the 2016 NASCAR Sprint Cup Series season. (Photo by Jared C. Tilton/Getty Images for Stewart-Haas Racing)

The Danica Patrick announcement this week of a new sponsor for 2016 really excites me for her, Stewart-Haas Racing and for our sport in general.

I'll be honest, I was really starting to get concerned whether they were going to find a sponsor for Danica, because she is an absolutely amazing marketing tool.

NASCAR is a very compelling marketing tool so I am thrilled that Nature's Bakery is coming into our sport, and the sky is the limit for the possibilities they now have with Danica.

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I think it also sends a very positive signal to companies out there that if Nature's Bakery sees the value in Danica and NASCAR, then maybe they should get off the sidelines and learn what our sport can deliver for them.

Last year we saw XFINITY step up and take over what was the Nationwide Series title sponsorship.

We know unfortunately that Sprint will be leaving our sport as the title sponsor at the end of next year, so who will step up and take on that new role?

I just feel that the Nature's Bakery announcement could be just the start of something great getting ready to happen for our sport.