Aspen Dental is not expected to return to Stewart-Haas Racing next year, according to sources, amid the forthcoming departure of driver Danica Patrick. The dental-care chain signed on to sponsor the NASCAR team in '15 for four primary races and this year increased its investment to a double-digit amount on SHR's #10 Ford driven by Patrick after the unexpected departure of Nature's Bakery. Longtime CMO Mark Censoprano left the company in January and was replaced by William Setliff, a veteran marketer who is said to be re-evaluating Aspen Dental's marketing strategy.
The length of Aspen Dental's deal is not known, but sponsor contracts can include clauses that allow an out if there is a driver change.
---Sports Business Daily ---