GoDaddy is dropping its sponsorship of a NASCAR racing car, largely because Johnny Foreigner doesn’t have a clue what NASCAR is.
The company has been sponsoring Stewart-Haas Racing and driver Danica Patrick since 2007; Patrick is a spokesperson appearing in many commercials.
But now GoDaddy says it is dropping the deal at the end of the 2015 season in order to diversify its marketing in growth markets overseas.
It is currently negotiating to keep on Patrick as a spokesperson separately.
NASCAR is a pretty US-centric pass-time, with little recognition overseas. I recall seeing Patrick’s face on a London Underground billboard a few years ago and wondering what on Earth Go Daddy was thinking.
GoDaddy chief marketing officer Phil Bienert said in a press release yesterday:
NASCAR has been a tremendous domestic platform to help us achieve an 81 percent aided brand awareness domestically, but at this stage, we need a range of marketing assets that reach a more globally-diverse set of customers.
GoDaddy said it has presence in 37 countries in 17 languages and “is positioning to fortify its presence in Asia by the end of this year.”
From 2010 to 2012, the company had an Asia-based celebrity spokesperson in actress/singer/model DI.
In related news, I’ve just noticed that GoDaddy no longer uses a space between Go and Daddy in its brand, so DI’s house style will be adjusted accordingly.