Danica Patrick isn’t just good “for a woman.” She’s good, period.
The 23-year-old racing rookie proved that Sunday when she almost became the first female driver in history to win the Indy 500. She led the race – another first for a woman – before she was passed by winner Dan Wheldon.
Ahead of the race many observers thought she would have to win to become a true breakout star – and land the big-money endorsement deals. But her exhilarating run, which ended with her taking fourth place, has already catapulted Patrick from relative obscurity into the popular imagination.
The selling point is clear. Patrick is the kind of woman who crashes through barriers in a male-dominated sport while revving men’s engines at the same time.
“She’s beautiful, confident and successful – and she’s delivering on the field of play,” said Kevin Adler, vice president at Relay Sponsorship and Event Marketing. “This is a great opportunity for her to grow her revenue potential.”
Businesses with a mass-market appeal would be a great fit for Patrick, insiders said, including such products as beer, packaged goods and financial services with a strong consumer focus.
In recent years, the Indy 500 has been losing its audience to Nascar stock car racing, which has become more popular with racing fans.
The top Nascar drivers – Jeff Gordon and Dale Earnhardt Jr. – earn more than $12 million in annual endorsements, according to the IEG Sponsorship Report, which tracks endorsement deals.
Patrick likely would have become an instant marketing phenomenon if she had won the Indy 500, possibly pulling in $5 million to $6 million a year in endorsements, IEG editor Jim Andrews estimated.
As it stands, Patrick has yet to sign any personal endorsement deals, but that could change if she continues to dominate the headlines.
“I don’t think anything happens immediately,” said Andrews. “If she continues to race well and wins a couple of other smaller races, there is the potential.”
Adds Jeff Chown of The Marketing Arm, an entertainment and sports consultancy: “Based on her personality and ability, she will have a broad band of who she can appeal to and influence.”
She’s also not afraid of showing a little skin. Last year, she posed bikini-clad in front of a hot rod for lad mag FHM.
Far from apologizing, Patrick said she did it to generate publicity for her racing sponsors, including Argent Mortgage, Norwalk Furniture and Bebe clothing.