NASCAR Sponsorship Shifts: 2014

3M leaves Roush for Jeff Gordon and Hendrick Motorsports

By Richard Tix

Earlier today, Tuesday August 12, 2014, news broke that 3M was leaving Roush Fenway Racing and partnering with Hendrick Motorsports. Most notably, 3M was leaving Greg Biffle and joining Jeff Gordon in 2015.

The deal is reported to be a three year deal (2015, 2016, and 2017) with 3M running as the primary sponsor on the #24 car for 11 races in 2015. It seems as if Jeff Gordon's great 2014 run may have something to do with this deal getting done. "With this deal, we align with champion driver Jeff Gordon and an organization at the top of its game in Hendrick Motorsports. What they do in the garage and on the track exemplifies what we’re all about in our labs, plants and business teams around the world," Senior Vice President Jesse Singh, 3M Global Sales and Marketing said Tuesday. 

What we do know is that Hendrick Motorsports is the head leader in NASCAR right now even when sponsorship is weak. True, HMS have had there trouble's filling cars up with sponsor's, but when it comes time for the race they always seem to have something in place. This is just another example of a power house team bringing in another power sponsor. 

Jeff Gordon also has sponsorship lined up for next season with AARP Drive to End Hunger, Axalta, Pepsi and Panasonic (according to NBC Sports).

Even though the 2014 season started with rumors of Jeff Gordon retiring at the end of the season, his renaissance so far after 22 races in the season show he is ready to drive for another few years competitively. Other rumors that have flown around a bunch were who and when will Chase Elliott replace someone at HMS? Social media blew up after his first and second win that he will take over for the aging Jeff Gordon at the end of the season, or for a struggling Kasey Kahne. 

Rick Hendrick made comments that Chase would not run full time in 2015 at the Cup level for HMS. With Mr. Hendricks comments and the new news about Jeff Gordon "aliening" with 3M it seems likely that Rick was speaking the truth. 

If I had to guess, Hendrick and the HMS marketing team can make opportunities for Chase Elliott without moving either driver from a seat next year. 

As for the other side of this story. Roush Fenway is loosing a major sponsor who has been with them for a long time. It is good news to see 3M is not leaving the sport of NASCAR (A Minnesota company, check out NASCAR in Minnesota), but it is a huge blow to RFR.

RFR has had its troubles on the track this season (most notably at Michigan earlier this season where they're always strong, but struggled) and now things might be unraveling off the track. Just weeks ago some rumors stopped swirling about Carl Edwards and that's because it was finally announce that he would in fact be leaving RFR. Carl is reportedly going to JGR in a fourth car but no major sponsor moves have been announced. Carl has been a mainstay at RFR and now they will be having to make a youth movement (Trevor Bayne will run full time in 2015). 

So, will more RFR sponsors be leaving and staying with Carl at JGR? The 3M move could be an even bigger hit to Roush if another sponsor leaves with Carl. As all NASCAR fans know, sponsorship has been harder and harder to come by in the recent years so when news like this breaks it has to be a big concern to a team such as Roush. After the news release we do seem to have a better confirmation on Greg Biffle's future in NASCAR, though:

So Steve Newmark, President of RFR, let us in on some news on Twitter. Greg Biffle in fact will be with RFR in 2015 (no actual contract news) and RFR will be bringing in some new sponsor's to fill in at least part of the hole 3M just made. But, will they be enough for a full season worth on the #16? Will they be new sponsors into NASCAR? All of these are still questions on the table.

What will be interesting to see is when these announcements will come out? Carl Edwards also has some announcements that were mentioned earlier to announce this season, so will they come at the same time as the RFR sponsorship announcement (Nick Cook also had the same thought's on this)? Maybe the Edwards announcement will be dealing with a current sponsor so both sides are trying to time up a perfect time to make an official release. One thing is for sure, there is still more news in this story that will impact JGR, RFR, and NASCAR as a whole.