Motorola Signs Indy Racing League's Danica Patrick

$25 Million Deal Includes Primary Car Sponsorship

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NEW YORK (AdAge.com) -- Motorola announced this afternoon its second major sponsorship in a week, becoming title sponsor of Danica Patrick's ride for the 2007 IndyCar Series season.
Danica Patrick unveils her new, Motorola-sponsored race car at today's ceremony in Chicago.
Danica Patrick unveils her new, Motorola-sponsored race car at today's ceremony in Chicago. Credit: AP

Three-year deal
Terms of the deal were not disclosed, but executives associated with the agreement between the telecommunications firm and Andretti Green Racing say the three-year deal is worth almost $25 million. Only last week, Motorola extended its agreement with the National Football League for five more years at $250 million.

Motorola will be the primary sponsor for Ms. Patrick's car, but the sponsorship team will also include XM Satellite Radio, GoDaddy.com, Air Tran Airways and her current sponsor, Argent Mortgage. A debate had been brewing for the last six weeks over whether Argent would keep its sponsorship with Rahal Letterman Racing, with whom Ms. Patrick got her start, or jump with the popular female driver, who announced her intentions last month to move to the Andretti Green team for the 2007 season.

Ms. Patrick, whose striking good looks have landed her other endorsement deals, rose to prominence last year when she became the first woman to lead the famed Indianapolis 500. She went on to win Rookie of the Year honors on the IndyCar circuit.

Design connection
Her No. 7 car in 2007 will be jet black with blue accents inspired by Motorola's signature design elements, which are found in their iconic handsets and Bluetooth wireless technology.

"Danica Patrick is changing the rules in motorsports by proving a female driver can be a consistent threat to win at every event," Kathleen Finato, Motorola's head of North America marketing, mobile devices, said in a statement. "As innovative, stylish and edgy as she is, she's the perfect ambassador for the Motorola brand."
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