GoDaddy will no longer back Danica Patrick, as one of NASCAR's most high profile driver-sponsor pairings will cease following the 2015 season.
The decision ends sponsorship of Patrick's No. 10 team, a relationship that paved the way for Patrick's transition from IndyCar to stock car racing five years ago and helped her secure a ride with Stewart-Haas Racing, one of NASCAR's premier organizations.
The move comes as Patrick is in the final season of her contract with SHR, though both sides have openly said they would like to sign an extension. In recent years GoDaddy, an Internet domain registrar and web hosting company, has shifted its marketing initiatives away from Patrick and more towards small businesses and companies with a global reach.
"We love Danica and all she does to empower and inspire people, especially women, which is why we are working to keep her in the GoDaddy family," said Phil Bienert, GoDaddy Chief Marketing Officer, in a statement. "We have the utmost respect for Stewart-Haas Racing, and they've been phenomenal partners. In fact, 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 began as an associate sponsor of Patrick's in 2007 and became her fulltime sponsor in 2010, the same year she begin competing in NASCAR. She is to remain as a GoDaddy spokeswoman.
With GoDaddy's neon green and orange colors prominently adorned on her car, Patrick won the Daytona 500 pole-position as a rookie in 2013 then went on to lead in the sport's marquee race. Both feats were a first for a woman in the Sprint Cup Series.
"I'm excited to work with GoDaddy on a personal level moving forward, but will miss having their bright green color on my racecar next year," Patrick said. "At the same time, this is a new opportunity for a brand to pair with me and Stewart-Haas Racing and achieve the kind of growth we experienced with GoDaddy."
The news of GoDaddy's departure comes as Patrick is enjoying a career-best season. After struggling in her first two years finishing 27th and 28th in the championship point standings, she is currently ranked 19th with two top-10 finishes through nine races.
Finishing ninth April 19 at Bristol Motor Speedway, Patrick established a record for most career top-10s by a woman, with six.
"The fact Danica is having a record-setting season makes it tough to leave this motorsports sponsorship, without a doubt," Bienert said.
Since becoming the highest finishing woman in the Indianapolis 500 in 2005 with a fourth-place run (a record she would later break by finishing third), Patrick has emerged as one of the most recognizable athletes in the world. Much like Tiger Woods and Kobe Bryant, Patrick is identifiable by just her first name.
Using Patrick's popularity to help grow its brand, GoDaddy had Patrick star in 13 Super Bowl commercials. Initially GoDaddy built its ad campaign around Patrick's sex appeal, featuring her clad in leather bodysuits or in the shower wearing nothing but a towel.
But with the company transforming its public image, GoDaddy has featured Patrick in less risqué ads. Its latest commercial for this year's Super Bowl, which was pulled after protests from animal rights activists before airing, saw Patrick co-star with a puppy.
Because of Patrick's popularity, SHR should be able to find comparable funding to adequately replace GoDaddy, which served as primary sponsor in 32 of 36 races. Due to the cost associated with sponsorship at the top realm of NASCAR -- upwards of $20 million per year -- SHR will likely piecemeal several companies together to cover the entire season.
In addition to Patrick, SHR also fields cars for defending Sprint Cup champion Kevin Harvick, 2004 champion Kurt Busch, who won last week at Richmond International Raceway, and SHR co-owner Tony Stewart, a three-time series champion.
"With Danica, we see a driver with unparalleled resolve and tenacity," said Brett Frood, SHR executive vice president. "She is an individual who transcends the sport and we look forward to fostering new partnerships for her and the No. 10 team."