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Dollar General shifts sponsor money to JGR

Retailing chain Dollar General has confirmed that it is moving its sponsorship money to Joe Gibbs Racing in 2012, as well as continuing to fund ten Truck Series races for Kyle Busch.
US chain store business Dollar General has announced its motorsports sponsorship strategy for 2012, and confirmed that they are focussing their money on backing the Joe Gibbs Racing organisation.

The retailer has signed up to be the primary sponsor for 12 Cup races of the #20 driven by Joey Logano, which until now has been fully funded by Home Depot since 1999.

The company will also provide sponsorship for JGR driver Brian Scott for a full year of Nationwide Series racing, as well as proving the funds for a further ten Nationwide outings for another car that will be shared between Logano and Kyle Busch. Dollar General will also continue to fund ten Camping World Truck Series races for Kyle Busch Motorsports, with JGR driver Busch himself at the wheel for those outings.

"We chose to increase our presence in NASCAR because it is sport that reaches our customers," said the chairman and CEO of Dollar General, Rick Dreilling. "We look forward to working with JGR and KBM to help us build our brand through NASCAR."

The president of JGR, JD Gibbs, insisted that Home Depot's reduction of funding for the #20 in Cup races was at the team's request in order that JGR could grow the overall family of sponsors backing JGR, and not because Home Depot wanted to reduce its investment or because they were unhappy with the performance of the #20 this season or with Logano's development.

"You don't want to have to pass on that [deal] and let someone else get the opportunity... We're planning on a long-term relationship for a long time with Dollar General,” said Gibbs. "We're thrilled to be in a partnership like that."

He had been in the strange position of having to persuade home improvement retailer to reduce its backing - the inverse of the usual 'tricky conversation' that teams have lately been having trying to get big name suppliers to re-up or extend backing.

"When this opportunity came up and we had an opportunity to talk to [Dollar General], and the fact they would like to make an entry into Cup racing, we went to Home Depot with this idea," said Gibbs, who pointed out that the team had already had a "long-term deal going forward" in place with Home Depot for sponsorship for the full 38-race Cup season. "It wasn't Home Depot coming to us, it was us coming to Home Depot."

"We thought it made sense and that's what we're going to be doing," commented Home Depot spokesman Ron DeFeo, who agreed that the change had been JGR-led.




Related Pictures

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Dollar General are increasing their sponsorship in NASCAR across Sprint Cup and Nationwide Series with Joe Gibbs Racing, as well as continuing to back Kyle Busch Motorsports in the Truck Series. [Photo credit: Jason Smith, Getty Images]
Brad Keselowski, driver of the #19 DrawTire Ford, leads Kyle Busch, driver of the #51 Dollar General Toyota, and the rest of the field during the NASCAR Camping World Truck Series UNOH 200 presented by ZLOOP at Bristol Motor Speedway on August 21, 2014 in Bristol, Tennessee.  (Photo Credit: Patrick Smith/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, races to win Sunday, August 17, 2014 in the Pure Michigan 400 NASCAR Sprint Cup race at Michigan International Speedway in Brooklyn, Michigan. Kevin Harvick, driver of the #4 Jimmy Johns Chevrolet SS finished second. This was Gordon`s third win of the season. (Photo by Alan Marler/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, celebrates with a burnout after winning the Pure Michigan 400 NASCAR Sprint Cup race Sunday, August 17, 2014 at Michigan International Speedway in Brooklyn, Michigan. This was Gordon`s third win of the season. (Photo by Garry Eller/HHP for Chevy Racing)
With General Motors CEO Mary Barra, Jeff Gordon, driver of the #24 Axalta Chevrolet SS, holds the Michigan Heritage Trophy after winning the Pure Michigan 400 NASCAR Sprint Cup race Sunday, August 17, 2014 at Michigan International Speedway in Brooklyn, Michigan. This was Gordon`s third win of the season. In 2013, MIS began awarding the Michigan Heritage Trophy as a recognition and celebration of the automobile and it`s importance to the race track and the manufacturers competing in NASCAR. (Photo by Harold Hinson/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, celebrates with his crew after winning the Pure Michigan 400 NASCAR Sprint Cup race Sunday, August 17, 2014 at Michigan International Speedway in Brooklyn, Michigan. This was Gordon`s third win of the season. (Photo by Harold Hinson/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet, takes the chequered flag to win the NASCAR Sprint Cup Series Pure Michigan 400 at Michigan International Speedway on August 17, 2014 in Brooklyn, Michigan.  (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, celebrates with a burnout after winning the NASCAR Sprint Cup Series Pure Michigan 400 at Michigan International Speedway on August 17, 2014 in Brooklyn, Michigan.  (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, and Joey Logano, driver of the #22 Shell-Pennzoil Ford, lead the field to start the NASCAR Sprint Cup Series Pure Michigan 400 at Michigan International Speedway on August 17, 2014 in Brooklyn, Michigan.  (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Joey Logano, driver of the #22 Shell-Pennzoil Ford, races Jeff Gordon, driver of the #24 Axalta Chevrolet, during the NASCAR Sprint Cup Series Pure Michigan 400 at Michigan International Speedway on August 17, 2014 in Brooklyn, Michigan. (Photo Credit: Jerry Markland/Getty Images)
Johnny Sauter, driver of the #98 Nextant/Curb Toyota, takes the chequered flag to win the NASCAR Camping World Truck Series Careers For Veterans 200 at Michigan International Speedway on August 16, 2014 in Brooklyn, Michigan.  (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Paul Menard, driver of the #27 CertainTeed/Menards Chevrolet SS, qualified seventh Friday, August 15, 2014 for Sunday`s Pure Michigan 400 NASCAR Sprint Cup race at Michigan International Speedway in Brooklyn, Michigan. Menard is 17th in the NASCAR Sprint Cup Series (NSCS) standings. (Photo by Alan Marler/HHP for Chevy Racing)
Kevin Harvick, driver of the #4 Jimmy Johns Chevrolet SS, qualified sixth Friday, August 15, 2014 for Sunday`s Pure Michigan 400 NASCAR Sprint Cup race at Michigan International Speedway in Brooklyn, Michigan. Harvick is 8th in the NASCAR Sprint Cup Series (NSCS) standings. (Photo by Alan Marler/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, captured the pole position Friday, August 15, 2014 for Sunday`s Pure Michigan NASCAR Sprint Cup 400 race at Michigan International Speedway in Brooklyn, Michigan. The was Gordon`s second pole position this season. He set a new track record in the final round of qualifying with a lap of 206.558 mph. Gordon is second in the NASCAR Sprint Cup Series (NSCS) standings. (Photo by Harold Hinson/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, celebrates capturing the pole position Friday, August 15, 2014 for Sunday`s Pure Michigan 400 NASCAR Sprint Cup race at Michigan International Speedway in Brooklyn, Michigan. The was Gordon`s second pole position this season. He set a new track record in the final round of qualifying with a lap of 206.558 mph. Gordon is second in the NASCAR Sprint Cup Series (NSCS) standings. (Photo by Harold Hinson/HHP for Chevy Racing)
Joey Logano, driver of the #22 Shell-Pennzoil Ford, sits in his car during qualifying for the NASCAR Sprint Cup Series Pure Michigan 400 at Michigan International Speedway on August 15, 2014 in Brooklyn, Michigan.  (Photo Credit: Will Schneekloth/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, celebrates with the Coors Light Pole Award after qualifying for the NASCAR Sprint Cup Series Pure Michigan 400 at Michigan International Speedway on August 15, 2014 in Brooklyn, Michigan.  (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
AJ Allmendinger, driver of the #47 Scott Products Chevrolet SS, races to win Sunday, August 10, 2014 in the Nascar Sprint Cup race at Watkins Glen International in Watkins Glen, New York. (Photo by Christa L. Thomas/HHP for Chevy Racing)

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