Dollar General expanding sponsoring of Joe Gibbs Racing

As many companies are trending away from full-season sponsorships in the Sprint Cup Series, Dollar General is moving toward a 36-race commitment. CEO Rick Dreiling said the discount retailer will increase its spending on NASCAR for the sixth consecutive year, backing Joe Gibbs Racing's #20 Toyota driven by Matt Kenseth for 17 races starting with next year's Daytona 500. That's up from 12 races this season. "Our goal is to grow into a full-time Cup ride," Dreiling told USA Today Sports. "But it's a little soon to commit if that's going to be next year or two to four years from now. That's all down the road." Dollar General also will sponsor a full-time car fielded by JGR for Brian Vickers in the Nationwide Series next season. Dreiling, who wouldn't disclose figures but called the deal part of an "orderly, methodical growth," said stock-car racing is the company's only national sports sponsorship because of internal marketing research that indicates its customers are 30 times more likely to be NASCAR fans than average consumers. Team owner Joe Gibbs said Home Depot, which has been sponsoring the No. 20 since 1999 but scaled back to 24 races this season, will pick up the other 19 races for Kenseth in 2013. JGR still is seeking more primary sponsorship in Sprint Cup to expand to a fourth car, but it will grow on the Nationwide Series in 2013. Vickers will drive one of three full-time cars next season on the second-tier circuit for JGR, which fielded two full-time Camrys this year. USA Today