Yellow 29

[texastrophies]

When the name on the hood changes

By Ron Lemasters Jr., Special to NASCAR.COM

October 10, 2006

12:11 PM EDT (16:11 GMT)

Twenty-one years ago, nobody could have imagined that the blue and yellow of Wrangler Jeans would ever be on any other car than the No. 3 Richard Childress Racing Chevrolet driven by Dale Earnhardt.

Three days ago, there was no way anybody thought that the black and silver colors of GM Goodwrench on that same machine would give way to the bright yellow of Shell, either.

But it happened, as Shell Oil Company and Childress announced that the company would replace GM Goodwrench as primary sponsor of Kevin Harvick's No. 29 Chevrolet for the 2007 season and beyond.

The first question is, why?

Changing markets, the climate for all companies involved in the automotive industry -- at least the Big Three automakers, anyway -- and money were all factors in the decision, especially on the part of Goodwrench, which like ACDelco is under the General Motors Service Parts Organization umbrella.

Goodwrench will be a full-time associate for the No. 29, and will also have a certain number of primary sponsorships in 2007, along with Shell, Pennzoil and Reese's. That schedule has yet to be determined, according to Childress.

As to the decision-making behind the sponsor change, it was a matter of working out what would be best for both GMSPO and RCR.

"As we developed our plan for 2007 working with RCR, we found a solution that would maintain this important relationship," said Jim Moloney, general director of SPO marketing for Goodwrench. ". It gave us the opportunity to look at other ways to leveraging our relationship with RCR and NASCAR to further enhance our Goodwrench brand. The solution also allowed RCR the ability to align themselves with a new primary sponsor and secure a long-term agreement.

"We value our relationship with Richard, the entire RCR team, NASCAR and its fans. We will remain on the No. 29 car as an associate sponsor in 2007 as we continue to evaluate our options to further nurture these relationships and enhance the reputation of the Goodwrench brand going forward."

There's a lot going on in that statement. GMSPO is looking to do something different, and with Shell stepping up, it allows GMSPO to continue its relationship with both team and sponsor.

That's the nature of business in NASCAR today.

"We have had a relationship with GM Goodwrench for 21 years," Childress said. "I would like to also announce today that [Goodwrench] are going to be partners along the way with RCR in the future and Shell. They are a great company, and already have a lot of B2B going on."

B2B, incidentally, is business-to-business, and that's a major part of traditional sponsorships today.

Shell was active in the Busch Series for several years, with drivers such as Bobby Labonte and Tony Stewart.

During the press conference at Talladega Superspeedway, Shell President John Hofmeister said the company was happy to be back in NASCAR with a successful team like Richard Childress Racing.

Much was made of the sponsor change at Talladega, where it was perceived that retiring the black GM Goodwrench car completes the Earnhardt saga. Childress said that wasn't the case.

"I don't think it is breaking the last link to Dale Earnhardt," he said. "That will be around for many, many years to come, way past when I and a lot of us are around. That is just that times change, the sport changes, business changes, there are decisions that have to be made that we have to move forward in life with.

"I think John F. Kennedy said it the best that you have to look at change as opportunity, and that is how we all have to look at this. I think with the legacy of Dale, the No. 3 car and Goodwrench will live on for many, many years to come. We are looking forward to the future at RCR with Kevin Harvick and Shell Oil Company."

Harvick, on the other hand, is excited about establishing his own identity.

"I think it is a great opportunity for myself to establish something from ground zero and to work with something that although they have had a history in racing, but not on the No. 29 car with myself and Richard," he said. "I think it is a great opportunity to kind of establish my own identity in the No. 29 car and move forward with the Shell brand on board."

As with most things involving sponsorship, money was a factor.

"It is one of those things where the cost of our sport has escalated," Childress said. "These major companies today have to answer as to where and how they spend the money. Everyone is evaluating how they do it.

"The sport is as great as it has ever been, it is better than it has ever been. It is the best dollar value for a company this is involved today, and there are a lot of companies out there looking to get in the sport."

Hofmeister echoed that sentiment.

"Shell has been waiting for some time to jump in on this opportunity," he said. "For us it is seen as an investment rather than a cost."

[Valkrie1357]

Re: Yellow 29

I Like The Bright Yellow.

Much easier for the Spotter I'm Sure.

[AdvantageTimberLou]

Re: Yellow 29

I have seen it and well.......its different, I guess you look at the sponsorship dollars and the color of money compare to what the race car will look like!! Yellow and white will take some getting use to!!

[monsterbucks1]

Re: Yellow 29

cool.

[OJR]

Re: Yellow 29

They will go where the money is!! No doubt!!