Big sponsor news from the world of NASCAR – 3M leaves Roush Fenway Racing and will join Jeff Gordon’s No. 24 Hendrick Motorsports Chevrolet team as a primary sponsor in a multiyear deal, Hendrick announced Tuesday.
The new relationship will feature 3M as a primary sponsor in 11 Sprint Cup races annually and as an associate-level partner in all other events. The agreement covers the 2015, 2016 and 2017 NASCAR seasons.
“At 3M, we play to win, and we push hard every day to do just that,” Jesse Singh, senior vice president, 3M Global Sales and Marketing, said in a team release. “With this deal, we align with champion driver Jeff Gordon and an organization at the top of its game in Hendrick Motorsports. What they do in the garage and on the track exemplifies what we’re all about in our labs, plants and business teams around the world.”
This fills the remaining holes in the No. 24 car’s lineup alongside AARP Drive to End Hunger, Axalta, Pepsi and Panasonic among others.
Several things to note here: 3M makes a key point of noting “we are aligning with Jeff Gordon” – so that could imply the likely Chase Elliott full-time Cup leap, at least in what is now the 24 car, is several years away. Yes, Elliott has NAPA sponsorship with him and is likely to make Cup appearances next year.
But seeing Hendrick add another partner for the 24 is a sign both parties want Gordon to continue. And with Gordon at the top of his game this year, why stop now?
“Innovation is what 3M is known for,” said Gordon, 43, who has a lifetime contract with Hendrick Motorsports. “We’ve seen that approach throughout their involvement in NASCAR, and it’s a terrific fit for what we do at Hendrick Motorsports and with the No. 24 team. I’m personally excited about the opportunities and thrilled to represent a company that’s so passionately supported auto racing for such a long time.”
Secondly, it continues to show Hendrick’s marketing team is working diligently to prep for any sponsor holes. The status of the No. 88’s relationship with the National Guard remains to be seen – the Guard has said it’s drawing down but Hendrick claims it has a contract.
And third, now what for RFR and Greg Biffle? Biffle is on board as the team’s leader, but right now, the No. 16 Ford has some holes. We’ll see what RFR comes up with to replace.
“We’re hoping to give Toronto and Ontario and Canadian sports fans in general something to cheer about over the next season,” Hinchcliffe quipped during a teleconference on Wednesday.
Granted, there are likely to be several challenges to overcome, notably for Wickens, who returns to single-seater competition for the first time since 2011, when he was a champion of the Formula Renault 3.5 series and served as test driver for the now defunct Manor Racing (then known as Marussia Virgin Racing).
Having spent every year since then in DTM, where he won a total of six races and finished as high as fourth in the championship (2016), Wickens knows returning to open wheel competition will be an adjustment. However, he explained that the history of Schmidt Peterson Motorsports, specifically its Indy Lights history, speaks to their ability to help a driver adapt, and he rates the program they’re putting together very highly.
“I think Schmidt Peterson Motorsports have a fantastic driver development program. They showed that in their multiple Indy Lights championships along the way. I think we will have a strong program in place. I have a feeling that the simulator will be my new best friend,” Wickens said when asked about getting reacquainted with an open-wheel car.
Of course, having an experienced teammate like Hinchcliffe to lean on will undoubtedly help the transition, something Wickens readily admitted.
“I’m very fortunate that I have James as my teammate because he’s so experienced, I can learn off him. Because we already have such a good off-track relationship, I feel like you can just take his word, trust him, kind of move forward with it,” he revealed.
They’ve been teammates before, both in karting where they first met in 2001, and then in the now-defunct A1 Grand Prix series in 2007-2008, a series that pitted nations against each other in spec open-wheel cars. Funnily, that A1GP type of vibe returns as Schmidt Peterson Motorsports now has that with its “Team Canada” mantra while all four of Andretti Autosport’s full-season drivers are American.
For Hinchcliffe, Wickens’ background, even if it hasn’t been in the single-seater realm since 2011, was a big selling point in adding him to the team.
“In Robby, we have a proven winner at a very high level. The level of technical expertise that he comes with from his time in DTM is very impressive,” he said of Wickens’ technical background.
Hinchcliffe revealed that Wickens’ feedback to the team and his ability to quickly adapt to the chassis took everyone somewhat by surprise.
“We did our ride swap. He had two hours in the car, hardly anything even resembling a test day, and his performance was pretty impressive. No doubt the time in Road America helped because that really gave us a better sense of his technical feedback, integrated with the team a little bit more. Everybody was happy to work with him on that day,” said Hinchcliffe.
Further still, Hinchcliffe is firm in his belief that the 2018 aero kit and its reduction in aerodynamic downforce will fall right into Wickens’ wheelhouse, based on Hinchcliffe’s own take after sampling Wickens’ DTM Mercedes earlier this year.
“In all honesty, I was saying earlier today, the 2018 car is probably better suited for him than the 2017 car because of the experience he’s had the last handful of series,” Hinchcliffe asserted.
“The (aero kit) was such high downforce, it would be a big change coming out of DTM. But with the loss of downforce that we’ve seen, the car is moving around a little bit more, brake zones, things like that, it won’t be as big a transition I think. Just based on the experience that I got in our ride swap, I think he’s going to adapt very quickly, be comfortable very quickly, and as a result be competitive very quickly. So it’s going to be exciting.”
As for expectations heading into next year, team co-owner Schmidt did not mince words and expects the team’s performance to resemble what they did in 2012, 2013, and 2014, when they won a total of four races (with driver Simon Pagenaud) and finished in the top five in the championship each year.
“We had a stint in ’12, ’13, ’14 where we finished fifth in the points (or better. I think we want to get back to that level of competition,” Schmidt added. “We felt like we were missing things in having two cars with equal funding and equal drivers and equal capabilities. We think this gets back there.”