When we last left Sarah Fisher she was exiting the infield medical center at IMS in dismay, fearful that a crash in the Indianapolis 500 had ruined her family investment in the fledging Sarah Fisher Racing entity. Sarah openly wept, as did many FishHeads.
Well turn that frown upside down because Sarah’s got some new sponsors – including an unbelievable deal with Dollar General – and is ready to get back on track.
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.It would seem that losing that beverage company deal wasn’t the worst thing in the world for SFR, because, well, check out the size of those sponsors! Ahem.
“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.
(MORE from Indianapolis Business Journal)
Oh, and for those of you that wrote checks or simply handed cash directly to Sarah back in May when she was experiencing a more dire financial situation, rest assured she has not forgotten you.
Fisher has sent more than 100 notes of gratitude and included a piece of carbon fiber from her Indy 500 car, damaged in a crash.If you ever wonder why Sarah’s maintains her popularity despite her recent struggles on the track, then observe how sending “thank you” notes and a piece of the car works towards energizing the fan base. Sarah Fisher the driver may be scoffed at by others, but Sarah Fisher the brand is unmistakably formidable. With a deal like this one involving so many sponsors it's possible that a comparison to Ganassi – who as a driver had a less spectacular record than Sarah’s – will one day prove to be prophetic.
"It's like a wedding," says Fisher, who was voted the Indy Racing League's most popular driver for three consecutive years. "You get all these people sending money, and I had to send thank-yous. It's only appropriate. One fan even said they would frame (the piece) as a souvenir."
(MORE from USAToday)