wpostServer: http://css.washingtonpost.com/wpost
Danica Patrick builds a brand Auto racing driver Danica Patrick has gone further than any female racer before her, using a marketing strategy that includes racy photo shoots and provocative TV ads.
Patrick meets with reporters after qualifying for the 2013 NASCAR Daytona 500 Sprint Cup Series auto race in Daytona Beach, Fla.
John Raoux
/
AP
Related Content
Patrick applies makeup before a television interview during this year’s NASCAR media day at Daytona International Speedway in Florida.
John Raoux
/
AP
Danica Patrick displays the flag after winning the pole during qualifying races for the 2013 NASCAR Daytona 500 Sprint Cup Series at Daytona International Speedway in Daytona Beach, Fla. Patrick became the first woman to secure the top spot for any Sprint Cup race.
Terry Renna
/
AP
Patrick, left, and her then-husband Paul Hospenthal wait for her turn to race on the final day of qualifications for 2011’s Indianapolis 500 at the Indianapolis Motor Speedway. Patrick announced on her Facebook page late last year that she and her husband were divorcing after seven years of marriage.
Darron Cummings
/
AP
BROOKLYN, MI - AUGUST 14: Danica Patrick, driver of the #7 Hot Wheels / GoDaddy.com Chevrolet, signs autographs for fans during qualifying for the NASCAR Nationwide Series CARFAX 250 at Michigan International Speedway on August 14, 2010 in Brooklyn, Michigan. (Photo by Rusty Jarrett/Getty Images for NASCAR)
Rusty Jarrett
/
GETTY IMAGES FOR NASCAR
Patrick is shown with her No. 7 GoDaddy Chevrolet. Patrick has used her envelope-pushing GoDaddy commercials to build a brand around her sexuality.
Jason Smith
/
Getty Images
Patrick is shown with her “Got Milk?” poster before practice for the 2009 Indianapolis 500, in which she placed third. Patrick also has deals with GoDaddy and Mattel's Barbie and Hot Wheels.
Jonathan Ferrey
/
Getty Images
Patrick gives actor Jim Belushi and country music singer Patty Loveless driving tips for a videogame at an appearance in February. "She has great business and marketing savvy," says Jim Gallagher of IMG, the global sports-marketing giant that represents Patrick.
Stan Honda
/
AFP/Getty Images
Patrick is shown during qualifying for the Indianapolis 500 in May 2009. Her third-place finish in the race was the best ever by a woman.
Darrell Ingham
/
Getty Images
Patrick's GoDaddy commercials, which feature her unzipping her racing suit and stepping into a shower, have drawn criticism for being too racy. CBS banned one of her three commercials for this year's Super Bowl because it was too outrageous to air.
Joshua Lott
/
Getty Images
Patrick arrives at the Teen Choice Awards in 2008. After struggling for sponsorship deals and marketing opportunities despite her Indycar success, Patrick turned to a new branding strategy that focused on her sex appeal.
Frazer Harrison
/
Getty Images
The image of Danica Patrick is displayed on a merchandise trailer during the Indianapolis 500. According to Forbes magazine, Patrick earned $7 million last year.
Donald Miralle
/
Getty Images
Patrick celebrates after becoming the first woman to win an Indycar race, the Indy Japan 300, in April 2008.
Shuji Kajiyama
/
AP
Patrick announced plans to compete part time in NASCAR, the country's most popular form of racing, in December.
Jonathan Ferrey
/
Getty Images
It has yet to be seen how Patrick will be received by NASCAR fans, who tend to care more about a driver's personality than his skill. Women also account for nearly 40 percent of NASCAR fans.
Andrew H. Walker
/
Getty Images
Patrick walks the runway at a benefit in Scottsdale, Ariz. "You have to use the tools you have to market yourself, along with your driving ability," said NASCAR driver Kyle Petty of Patrick's brand strategy. "It's how you look, how you speak, how you handle yourself — it’s the whole package."
Michael Buckner
/
Getty Images for HollyRod Foundation
Patrick, one of three female drivers who qualified for the 2007 Indy 500, applies lip gloss before a photo shoot in Times Square.
Stan Honda
/
AFP/Getty Images
Patrick signs autographs on her way to practice for the 2007 Indy 500.
Gavin Lawrence
/
Getty Images
In the view of racing pioneer Janet Guthrie, Patrick's approach is "distasteful" given her accomplishments behind the wheel.
Chris Graythen
/
Getty Images
Patrick walks the runway in apparel by Macy's during a 2006 fashion preview show in Las Vegas.
Ethan Miller
/
Getty Images
Patrick poses with a diamond-encrusted watch during a news conference in Las Vegas. Patrick was on hand to participate in a Marie Claire and Tissot fall fashion preview show.
Ethan Miller
/
Getty Images
Patrick poses during the media day portrait session at the testing for the IRL Indycar Series.
Robert Laberge
/
Getty Images
A billboard sign depicts the 2005 Sports Illustrated cover featuring Patrick when she was with Rahal Letterman Racing, for whom she made her Indy 500 debut. After struggling for sponsorship deals, she changed race teams and found a new sponsor in GoDaddy in 2006.
Jonathan Ferrey
/
Getty Images
Patrick started racing go-karts at age 10 and showed so much promise that she dropped out of high school and moved to England at 16 to compete in the prestigious Formula Ford series.
Frederick M. Brown
/
Getty Images
???initialComments:true! pubdate:02/05/2010 18:16 EST! commentPeriod:14! commentEndDate:2/19/10 6:16 EST! currentDate:5/23/13 8:0 EDT! allowComments:false! displayComments:true!
Section:/sports
Loading...
Comments