Thursday
Feb252010

Danica Patrick Drives New Deal With Academy Sports + Outdoors

February 25, 2010: Race car driver Danica Patrick, who this season is transitioning from IndyCar to Nascar's Nationwide Series, has added another sponsor to her marketing roster. Patrick has signed a two-year endorsement deal with Academy Sports + Outdoors, a sports, outdoor and lifestyle retailer with more than 120 locations mainly in the South and Midwest. Financial terms were not disclosed.

Academy said it would feature Patrick in a upcoming TV spot as well as online, in-store and at consumer events. As part of the deal, the Houston-based retailer will have logo placement on Patrick's helmet and race suit.

Danica Patrick will make room for the Academy Sports logo on her racing suit and helment.Patrick, who currently is starring in TV spots for lead sponsor Go Daddy, also has endorsement deals with companies including Mattel and Tissot. Analysts put her annual endorsement deals near $10 million, at the high end among women athletes such as Maria Sharapova and Venus and Serena Williams.

"We are thrilled to connect with our customers by partnering with Danica whose appeal goes beyond racing," Anita Sehgal, Academy Sports + Outdoors vp-marketing, said in a statement.  "Danica is a great fit for our brand because she appeals to both Nascar fans and also the active-minded families who are our core customers."

According to Patrick , "While my job is to be the best driver on the racetrack, a critical element of my success is being in top athletic shape," says Patrick.  "Academy Sports + Outdoors is the perfect partner for me because I run, lift weights, as well as participate in yoga and Pilates. Their stores have everything I need to stay in shape, including footwear, apparel, equipment and gear."  

Academy Sports + Outdoors' inventory also includes hunting, fishing and camping equipment and gear along with sports and leisure products, footwear and apparel. The company operates stores throughout Alabama, Arkansas, Florida, Georgia, Louisiana, Mississippi, Missouri, Oklahoma, South Carolina, Tennessee and Texas.

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