Danica Patrick sponsors for 2017

Nature's Bakery is looking at slightly reducing the size of its deal with NASCAR Sprint Cup team Stewart-Haas Racing starting next year. However, the savings are likely to be redeployed toward activation around the program, and SHR already has a partner lined up to fill the open inventory.

Nature's Bakery, the Nevada-based healthy snack maker that signed on last year to replace longtime Danica Patrick sponsor GoDaddy starting this season, was announced as having 28 primary paint schemes annually on Patrick's #10 Chevy.

SHR VP/Sales & Marketing Mike Verlander confirmed that Nature's Bakery evaluated this season whether it needed to have that many races moving forward, because "some brands need to be at all of them, some don't need 28."

This coincided with Code 3 Associates, an animal-focused non-profit that is one of outgoing SHR driver and team co-owner Tony Stewart's sponsors, wanting to switch over to Patrick. Her other primary sponsors, Aspen Dental and TaxAct, both have four primaries each. Verlander said Nature's Bakery is looking at going down by around three races next year because "28 to 25 doesn't really affect their proportionality of owning the lead sponsor role," which Nature's Bakery is intent on retaining. Sports Business Daily