Go Daddy is denying the rumors that it will be changing Danica Patrick's role in its future campaigns. After the company revealed that Deutsch Inc. would be handling advertising, speculation has increased that Go Daddy is considering releasing Patrick and ending its sponsorship in the future. However, the statement from Go Daddy does not seem to guarantee that Danica Patrick will continue to be featured in Super Bowl advertisements.
Danica Patrick and Her Sponsorship
Go Daddy is denying the speculation that Danica Patrick's sponsorship is in danger. The company is also refuting recent comments that her deal with the company is set to expire at the end of 2013. The circumstances were explained to ESPN, "Go Daddy made a multiyear commitment to that program because the last thing you want is a rookie driver being in a pressurized scenario of one year, perform or lose your ride."
Danica Patrick does not seem to be in any danger of losing her sponsor soon, but is her role in the company's advertising going to change? Go Daddy's decision to turn to Deutsch Inc. for future advertising needs may signal a shift for the driver. Deutsch Inc. will be responsible for the 2013 Super Bowl advertisements and is rumored to be considering an alternative to using Patrick.
Danica Patrick's Q Score
Many of the rumors surrounding Danica Patrick's future with Go Daddy are originating from a USA Today article that mentions her falling Q score. The Q score is used to measure the "consumer appeal" of brands and celebrities, so it has become a popular metric among marketing and advertising professionals. It is an attempt to put a number on a person's likeability with the general public. Patrick's score is currently 19, but it was 29 a couple of years ago. Go Daddy claims that the score is not an issue and points out that most NASCAR drivers earn a 13 on this test. Nevertheless, Deutsch Inc. is rumored to be influenced by the Q score, and it could play a significant role in limiting her future appearances or cost her the chance of being in the Super Bowl ads.
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Growing up in Indiana, Lana developed a love for motorsports at an early age. She follows NASCAR, IndyCar and Formula One. Follow @Lana_Bandoim on Twitter.
- Danica Patrick
- Go Daddy