7-Eleven announced that it would be ending its sponsorship of IZOD IndyCar Series driver Tony Kanaan after eight years. Instead, they’d just continue their relationship as an associate sponsor to Kanaan’s teammate Danica Patrick.
7-Eleven has had a relationship with Patrick since she joined Andretti Autosport in 2006 and signed an associate sponsor agreement in November 2009.
If you are putting your sponsorship through budget cutting, then it’s best to align yourself with the driver who’ll bring you the most publicity.
Patrick would seem to be the one you’d want to go with as she is seen as the sports’ most popular driver, attracting to both IndyCar Series and NASCAR fans. She’s also got looks that young males love so therefore it’d allow them to attract the target market that they’re looking for.