Budweiser moving sponsorship to Harvick in 2011

CHARLOTTE, N.C. -- Budweiser has teamed with Sprint Cup Series points leader Kevin Harvick as a primary sponsor for most of the 2011 season.

Budweiser said Tuesday its familiar red paint scheme will be on Harvick's No. 29 Chevrolet for 20 races next season, as well as the two non-points races during Speedweeks (Harvick is the two-time defending Budweiser Shootout champion). It will be a co-primary sponsor for the Sprint All-Star Race.

The beer company will be an associate sponsor on the remaining 16 Cup races.

"Budweiser's involvement in NASCAR dates back more than three decades, and we're excited to have as successful a driver as Kevin Harvick to usher in a new era for Budweiser," said Mark Wright, vice president of media, sports and entertainment marketing for Anheuser-Busch.

Harvick and Richard Childress Racing lost current sponsor Shell-Pennzoil in April, and Harvick responded by snapping a 115-race winless streak that same week at Talladega.

Budweiser began looking for a new driver at the same time. Kasey Kahne is moving to Hendrick Motorsports in 2012, and that agreement left the longtime NASCAR sponsor in search of its third driver in three seasons.

Dale Earnhardt Jr.'s move in 2008 to Hendrick ended Bud's eight-year sponsorship of NASCAR's most popular driver, and the company launched an expensive re-brand with Kahne.

Now it moves to Harvick, who along with RCR is on an impressive resurgence. His victory Sunday at Michigan was his third this season, and after a rough 2009, RCR is a force both on the track and in the sponsorship race.

"Budweiser is one of the most respected sponsors in our sport," said. "They do a lot to market their teams and the sport in television broadcasts and away from the track. I'm looking forward to driving the No. 29 Budweiser Chevrolet, taking it to Victory Lane and winning championships."

While other teams are searching for funding -- Hendrick's Jeff Gordon doesn't have a primary sponsor lined up for next season -- RCR last week announced Paul Menard would join the organization next season with sponsorship from his father's home improvement company.

Now comes the Bud deal for Harvick, who is believed to have edged out two-time series champion Tony Stewart for the sponsorship.

"Throughout his career, Kevin has shown he can win at any level in NASCAR," Richard Childress said. "Combining his talent with Budweiser's NASCAR lineage and proven track record of innovative sponsorship activations makes this an exciting pairing for fans everywhere. RCR prides itself on its heritage and authenticity, so working with a brand like Budweiser, which has built their reputation on those same values, is a very special opportunity."

Budweiser first sponsored a team at NASCAR's top level in 1983 and has backed Terry Labonte, Darrell Waltrip, Geoff Bodine, Bill Elliott, Ken Schrader, Ricky Craven, Wally Dallenbach, Earnhardt and Kahne.