ENTERPRISE SPORTS WRITER

WELCOME – Richard Childress still needs to do a bit of work when it comes to sponsorship of his lead pony.

With employees filling out the gallery in the banquet hall at Richard Childress Racing, Anheuser-Busch officially announced Tuesday that Childress’ No. 29 driven by Kevin Harvick came out the winner in the battle for sponsorship from its Budweiser brand beginning next season. The company started looking for a new home next season after Kasey Kahne decided to leave Richard Petty Motorsports at the end of the year.

“There is a certain amount of fighter in me and you’ve got to fight to survive,” Childress said. “I want to win another championship for this organization and it drives me.”

Childress needed to wade into the Budweiser derby because he needed a replacement for Shell-Pennzoil, which is going to Penske Racing. But, Budweiser will serve as primary sponsor in just 20 of the 36 points races, plus the 150-mile qualifying race and Budweiser-sponsored Shootout during Speedweeks. It will be a co-primary sponsor at the All-Star race and secondary sponsor for the other 16 points races. The deal is for three years.

“To have a three-year commitment in this economy from a company like Budweiser is huge,” Childress said. “We made a presentation just like several other teams did, and for them to choose us is an honor.”

Childress is hopeful to have announcements about other sponsors in the near future.

Mark Wright, vice president of entertainment, sports and media marketing for Anheuser-Busch, said the company might have stayed with Kahne if his status for 2011 was not up in the air when he left RPM. Kahne departed RPM as part of a deal to drive for Hendrick Motorsports in 2012 that included Hendrick finding Kahne a ride for 2011. That happened just two weeks ago. “His uncertainty was a factor in our decision that we should go out and get the best driver possible,” Wright said.

The decision to choose Harvick and Childress was easy, Wright said. The announcement comes two days after Harvick scored his third victory of the season and clinched the spot in the Chase for the Championship as the points leader.

“Kevin was clearly the lead horse out there,” Wright said as one of his company’s signature Clydesdale horses stood nearby. “He’s the guy sitting on top of the points. He’s a proven winner. He’s got a great team owner. ... There wasn’t anyone comparable.”

Wright indicated his company will spend the same amount on its NASCAR program, but is reducing the amount that goes into car sponsorship so that it put more into areas such as television, digital marketing, sweepstakes and themed areas at tracks.

gsmith@hpe.com | 888-3556