After a one-year trial sponsorship with Hendrick Motorsports, sporting goods giant Under Armour has inked multi-year sponsorship deals with both Hendrick and Michael Waltrip Racing as it officially moves deeper into the NASCAR world.
According to Tripp Mickle of SportsBusiness Journal, the deals will not include the teams’ drivers but in the case of Hendrick, UA can use the likenesses, cars, and numbers for that team’s quartet of racers: Six-time Sprint Cup champion Jimmie Johnson, current Cup points leader Dale Earnhardt Jr., four-time Cup champion Jeff Gordon, and Kasey Kahne.
In addition to sponsoring the teams, UA will also outfit them as well – from those working in the pits to those within their respective front offices.
The Hendrick deal is actually a three-year extension, while the MWR deal is a two-year pact. UA will also sponsor MWR’s new athletic facility and gym at its North Carolina headquarters.
UA already has a sizable portfolio of clients across many sports, from college football programs to U.S. Olympic Team members. But the Baltimore-based company is now making its way into NASCAR in a bid to not only raise awareness and sales of its athletic line of apparel but its outdoor/hunting line as well.
Mickle reports that in addition to tapping into NASCAR’s passionate fan base as a whole, UA officials were spurred on by “a general sense” that NASCAR fans tended to enjoy the Great Outdoors through hunting and fishing more than other sports fans – which could give them a prime marketing opportunity with their outdoor products.
Change can be frightening, but it is often exhilarating and Ken Roczen, a rider in his ninth season on a 450 bike, it was urgently needed.
Roczen ended the 2022 Supercross season with his worst performance in five years. After finishing outside of the top five in seven of his last eight rounds in the stadium series, well down the points’ standings in ninth, he decided to put that season on hold.
Before 2022, Roczen was a regular challenger for the championship despite being plagued by major accidents that required surgery in 2017 and 2018. On his return, he was diagnosed with the Epstein-Barr virus, which presents with symptoms of heavy fatigue, muscle weakness and loss of appetite and last year he tested positive for COVID-19.
Against those odds, he finished second in the outdoor season in 2019 and third in 2020. In the Supercross series, he finished third in 2020 and second in 2021.
But the abbreviated season of 2022 signaled a need for change for Roczen.
“I needed the change urgently,” Roczen said in last week’s post-race press conference at Angel Stadium. “I did a pretty big change in general.”
Those comments came three races into the 2023 with him sitting among the top three finishers for the first time in 10 Supercross rounds. It was the 57th podium of his career, only six behind 10th-place Ryan Villopoto. It was also the first for Suzuki since 2019 when Chad Reed gave them one in Detroit 63 rounds ago.
Taking time off at the end of the Supercross season had the needed effect. He rejoined SuperMotocross in the outdoor season and immediately stood on the podium at Fox Raceway in Pala, California. Two rounds later, he won at Thunder Valley in Lakewood, Colorado. The relief was short lived and he would not stand on the podium again until this year.
“I just think change overall made it happen – and these overseas races – it’s really just a snowball,” Roczen said. “You start somewhere and you feel like something works out and I got better and had more fun doing it. Working with the team as well and working on the motorcycle to get better and actually see it paying off. It’s just, it’s just a big boost in general.”
The return to Suzuki at this stage of his career, after nearly a decade of competing on 450 motorcycles, recharged Roczen. He is one of three riders, (along with Cooper Webb and his former Honda teammate Chase Sexton), with a sweep of the top five in the first three rounds of the 2023 Supercross season.
But last week’s podium really drove home how strong he’s been.
“I think we’re all trying to take it all in,” Roczen said. “I wouldn’t say it came out of nowhere really, but before the season starts you think about – or I thought of how my whole last season went – and it’s been a long time since I’ve been on the podium.”
Roczen’s most recent podium prior to Anaheim 2 came at Budds Creek Motocross Park in Mechanicsville, Maryland last August in Round 10 of the outdoor season. His last podium in Supercross was the 2022 season opener that raised expectations so high.
The change Roczen needed was not just a different team and bike. More importantly, he needed the freedom to set his own schedule and control his training schedule.
“It’s long days, but I’m really into it at the moment,” Roczen said. “Overall, I felt [that] throughout this off season and now my health has been really well, really good, so that helps. It’s needed to get to the top. I’m pretty confident that we’re, we’re doing the right thing – that I’m doing the right thing.
“I’m doing all my training on my own and I’m planning out my entire week. And I feel like I have a really good system going right now with recovery and putting in some hard days. Right now, I don’t really have anybody telling me what to do. I’m the best judge of that.
“It’s really hard to talk about how much work we’ve put in, but we’ve been doing some big changes and riding a lot throughout the week, some really, really late days. And they’re paying off right now; we’re heading in the right direction. We’re all pulling on the same string, and that helps me out big time.”