Hendrick Motorsports announced early Tuesday that current Greg Biffle sponsor 3M will join the organization next year as a primary sponsor for Jeff Gordon. As part of the three-year deal that runs through the 2017 season, the company will serve as an associate sponsor throughout the season and primary backer in 11 events.
“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.”
Gordon is a four-time champion with 90 wins to his credit. Following a struggle with a loss of power at Watkins Glen, he lost the point lead to teammate Dale Earnhardt, Jr. but still boasts two wins, seven top 5s and 15 top 10s in 22 races.
“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.”
The move comes as a bit of the shock to the NASCAR world. Earlier this season, Biffle spoke on SiriusXM NASCAR radio’s Dialed In about negotiations to extend the partnership between RFR and 3M.
“We have a great relationship. They’re very happy with the program,” said Biffle. “There is a bunch of new people trying to get their arms around all of the business. They’ve got a lot of business units inside that ‘3M’ … which likes having all these sponsors in the garage part of one company. This is a big deal for them.”
Roush Fenway President Steve Newmark posted on Twitter in response to the announcement.
We're thankful for the 10-yr relationship we've enjoyed with 3M that's included some of Roush Fenway's most memorable victories.
— Steve Newmark (@NewmarkRFR) August 12, 2014
We have some exciting '15 partnership announcements for the No 16 coming in the next few weeks and look forward to sharing soon.
— Steve Newmark (@NewmarkRFR) August 12, 2014
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They may as well go to Hendrick. Everything else does.
That is very unfortunate.