Sarah Fisher back on track

July 16, 2008
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sarahdollarSarah Fisher Racing officials today announced they signed a deal with Dollar General Stores that will put Fisher on the track for races in Kentucky Aug. 7 and Chicago Sept. 7.

Though Fisher wouldn’t comment on the value of the deal, sports marketers said it is likely a low to mid six-figure deal. Fisher said it is a deal for a “primary sponsorship” that will allow her to race aggressively and not worry about crashing the only car she has.

“We’re not going out there to just run around in circles,” Fisher said. “We have to have a good result. And we have to make sure Dollar General has a good experience.”

Fisher said money is built into the deal that will allow any fixes necessary, and since there’s a month between her two races, that allows plenty of time for repairs.

The deal is structures somewhat like Chip Ganassi’s deal with Target, Fisher said, with product makers landing shelf space at Dollar General co-sponsoring the effort. Fisher’s car is co-sponsored by Dollar General’s vendor partners, Arm & Hammer, Band-Aid, Clorox, Colgate, Kraft, Lysol, Reese’s and Slim Jim.

Fisher in May was jilted by her primary sponsor, ResQ Energy Drink. But she raced the Indianapolis 500 with several small deals that were put together at the 11th hour and through an outpouring of fan donations. Fisher said the massive fan support was critical to attracting Dollar General’s attention.

“What we found out was our fans base, was their customer base,” Fisher said. “I can’t be thankful enough about the fans’ support.”

While Dollar General officials said they will evaluate this year before deciding on next year, Fisher said her crew is already pursuing other sponsors for next year and she is optimistic she will be able to at least run all the IRL’s oval races.
  • Ride Sarah ride!
  • Very happy to see such a popular driver land a sponsor. But I have to admit, for a series that touts itself on high-level demographics, Dollar General seems very NASCAResque.
  • Several readers had asked if Sarah was going to do TV or other commercials for Dollar General like she does for AAA or some of her other sponsors. The answer at this point, according to Sarah Fisher Racing officials, is that Sarah will not do Dollar General commercials.
  • It's a shame Dollar General didn't secure Sarah's appearance in TV spots as part of the deal. At this point her value as a pitchwoman is more than her value as a driver. I think she's solid in the AAA and the Aamco spots she does.
  • I personally have never seen that Dollar General has TV spots, but maybe I don't live in the right location for them to run them. I think Sarah's point is that she's the sort of grassroots favorite among the fans and not necessarily the one that the hoity toity fans go for. She's down to earth and just one of the folks. It's why she's so likeable. Regular people is Dollar's demographic. It's not necessarily people who do all their shopping at Dollar (like the Nascar folk), but it's people who don't think they're above shopping at Dollar and might even think more favorably of Dollar with them sponsoring someone like Sarah. They don't need to market to the Nascar fans - all the advertising they need is the name of the store.
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