CONCORD, North Carolina – They couldn’t stay away forever.
The suspected return of Busch as a keynote sponsor in NASCAR was confirmed Thursday morning at Charlotte (N.C.) Motor Speedway when officials from Anheuser-Busch announced that the reigning NASCAR Sprint Cup Series champion, Kevin Harvick, will carry their signature logos in 2016.
Busch, Busch Light and other special-edition Busch paint schemes will be featured on Harvick’s No. 4 Chevrolet SS for 12 races next season. The iconic Busch logo will first appear on the hood for the Feb. 13 Sprint Unlimited at Daytona (Fla.) International Speedway. Ironically, the non-points exhibition race helped kick-start the brand’s involvement with the sport some 36 years ago.
Harvick, last weekend’s Cup winner at Dover, said he was excited about reigniting the brand’s storied history in the sport.
“Busch beer belongs in NASCAR,” said Harvick. “The entire Stewart-Haas Racing team and I can’t wait to have the Busch logo on the No. 4 car next season as we work toward another Sprint Cup championship.”
Additional races for the Busch brand will be announced following the release of next year’s Cup schedule.
Harvick has represented Anheuser-Busch product Budweiser since 2011 and with them made the jump to Stewart-Haas Racing in 2014, where the transition paid dividends with five wins and the Sprint Cup championship.
“Busch’s NASCAR roots go back to 1978 and we’re thrilled to reconnect with these passionate fans that identify with our ‘Here’s to Earning It’ message on a daily basis,” said Chelsea Phillips, Director of Value Brands, Anheuser-Busch. “Kevin and the entire No. 4 team have been tremendous partners for Anheuser-Busch since 2011 and we have exciting plans to engage with the NASCAR community both on and off the track nationwide in 2016.”
The Busch brand, along with its current tagline “Here’s to Earning It,” has a time-honored tradition of rewarding hard-working men and women who “earn it” every day, which aligns perfectly with the NASCAR fan base.
To celebrate their return to the sport, Busch will employ a comprehensive marketing approach to engage with racing enthusiasts and loyal Busch consumers through on-track, experiential, in-market and retail activations during the 2016 NASCAR season. TV spots will also air leading up to the season and during races, recognizing Harvick, his pit crew and fans alike who “earn it” every day so they can enjoy race weekends.
The Busch brand makes its historic return to the sport since leaving as the entitlement sponsor of what is now the NASCAR XFINITY Series at the end of the 2007 season.
“Some of my fondest racing career memories to-date involve the Busch brand, including winning the 2001 and 2006 Busch Series championships,” Harvick said. “The brand is historic and I’m looking forward to building the Busch racing legacy with all that we’re able to accomplish in 2016.”
Harvick said son Keelan will likely want a new die cast car sporting his dad’s new colors. How long will he clutch to it? That’s a different story.
“Yeah, I don’t know about that,” quipped Harvick. “You never know with him. If it’s new, it’s his new favorite. As soon as they get it made it will probably be the favorite for about two weeks until somebody else makes a new one, then he’s moved on to another driver’s new paint scheme. We’re going to have keep up with the new paint schemes in order to stay in front of the line on that one.”
A spokesperson from Stewart-Haas Racing says that despite just 12 races secured with Busch next season, the No. 4 Chevrolet SS is fully sponsored, which is expected to include a healthier expanded inventory for longtime sponsor Jimmy John’s.
Follow Chris Knight on Twitter @Knighter01.
