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Is Danica Patrick The Secret Sauce?

by Dave Grayson
Monday, July 04, 2011

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Go Daddy Girl Danica Patrick
Is Danica Patrick the "secret sauce" in a highly successful marketing concept. It recently became apparent that the answer is a resounding yes.

Over the years it has been very well known that "Go Daddy.Com" has been the primary sponsor for Danica Patrick's racing career both in the Indy Racing League and her proposed transition to NASCAR. Let's face it, the fact that this very attractive race driver has been the face, and in all honesty the body, of the Internet domain company's advertising campaign has become a marketing marriage made in heaven.

However there was some brief speculation regarding the future of this marketing relationship, following a report initiated by "The Wall Street Journal", that said "Go Daddy.Com" had been sold. The story confirmed the fact that the company's founder and CEO, Bob Parsons, had indeed sold his company to a trio of investors that included  KKT and Company, Silver Lake Partners and Technology Crossover Ventures. The sale price of the ultra successful company was a whopping $2.25 billion.

It turns out that Danica Patrick fans have no reason for concern here. First off no has a stronger belief in her future in motorsports than Bob Parsons. While he will no longer be the "Go Daddy" owner, he has to agreed to stay on as the company's CEO. He's also made it crystal clear that the sale of the company he founded will not have any impact on "Go Daddy's" relationship with his favorite race driver.

In a comment made to "ESPN" following the announcement that "Go Daddy" had been sold, Elizabeth Driscoll, the company Vice President of Public Relations, said: " I can tell you that Bob's been very vocal about how well Danica Patrick has fit into "Go Daddy's" marketing efforts. The new investors have specifically said they don't want to mess with "Go Daddy's" secret sauce."

If you're like me then you probably found yourself wondering why Patrick was being referred to as "secret sauce?" Driscoll's statement became just a little bit more clear when it was revealed that she meant Patrick was the magic ingredient in the company's customer service and marketing and they were "very much looking forward to the future on the Internet and the race track."

At least we're now sure that Danica Patrick is going to have full sponsorship for her future racing endeavors. We're just not exactly sure at the moment where these endeavors will take place.

But seriously, secret sauce? Isn't that something they put on hamburgers at fast food restaurants?

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