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NASCAR Sprint Cup: Jeff Gordon’s ‘Drive To End Hunger’ Leads New Sponsorship Era

In a perfect world, a multitude of Fortune 500 companies would be lining up to replace DuPont as the primary sponsor of Jeff Gordon's No. 24 Chevy for Hendrick Motorsports. However, falling television ratings and attendance figures have made the arena of NASCAR sponsorship less than desirable in years past. Enter the AARP Foundation and its "Drive To End Hunger" campaign—an effort to feed more than six million seniors unable to afford food due to rising medical costs. The American Association of Retired Persons will sponsor the four-time Sprint Cup champion in 22 races for the next three seasons. DuPont and Pepsi will return, albeit in a limited form. In a sport where sponsorship dollars have exceeded actual talent, it is refreshing t...

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