CUP: Budweiser Joining RCR, Harvick

Sprint Cup

CUP: Budweiser Joining RCR, Harvick

Budweiser will be the primary sponsor for Kevin Harvick the next three seasons in the NASCAR Sprint Cup Series...

Mike Hembree | Posted August 17, 2010 Welcome, NC

Team owner Richard Childress (Left) has signed Budweiser as the primary sponsor for Kevin Harvick (Right) the next three seasons. (Photo: LAT Photographic)

In a difficult sponsor environment, Richard Childress landed one of the big ones.

CUP: Budweiser Racing

Anheuser-Busch and Childress announced Tuesday that Richard Childress Racing’s No. 29 team and driver Kevin Harvick will be sponsored by Budweiser, the brewer’s major brand, beginning in the 2011 Sprint Cup season.

The sponsorship agreement is for three seasons and will put the Budweiser colors in the car’s primary sponsorship spots in 20 of each season’s 36 point races and the two non-points events. Bud will be an associate sponsor in the other 16 events. Childress said his marketing people continue to pursue other companies for the remainder of the team’s sponsorship inventory.

Budweiser will be leaving Richard Petty Motorsports and driver Kasey Kahne, who carries the bright red colors this season. The beer brand replaces Shell/Pennzoil, which is moving to Penske Racing, from the No. 29.

“Budweiser has such a rich history in our sport over 30 years,” Childress said. “The things they’ve done not only with teams they’ve been involved with but to carry our sport to another level have been great.”

Among the drivers who have carried Budweiser colors over the years are Bill Elliott, Darrell Waltrip, Dale Earnhardt Jr. and Terry Labonte.

“We see the opportunity to work with Richard Childress and RCR as something very, very special,” said Anheuser-Busch official Mark Wright. “The combination of Richard Childress Racing, Kevin Harvick and Budweiser, in brewing terms, strikes a perfect balance of ingredients.”

Kevin Harvick literally has nothing to lose at Homestead. (Photo: LAT Photographic)

Harvick, who is leading the Sprint Cup points, said joining the Budweiser/NASCAR line of drivers is special for him. “When you look at the legacy Budweiser has in the sport, to have it on the 29 car is something we’re all really proud of,” he said.

Among the photographs displayed during Tuesday’s announcement at RCR was one showing Childress holding a can of Budweiser while he worked on his race car during the 1965 season. Bud debuted as a sponsor in NASCAR racing in 1983.

“This can help take us to the next level,” said Childress, whose team is searching for its first Cup championship since Dale Earnhardt Sr. won for the long-time team owner in 1994.

CUP: Budweiser Racing

Mike Hembree is NASCAR Editor for SPEED.com and has been covering motorsports for 28 years. He has written several books on NASCAR, including "NASCAR: The Definitive History of America's Sport" and "Then Tony Said To Junior: The Best NASCAR Stories Ever Told". He is a six-time winner of the National Motorsports Press Association Writer of the Year Award.

ABOUT THE AUTHOR

Mike Hembree

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