Danica Patrick Wins Daytona 500 Pole Position

Danica Patrick Wins Daytona 500 Pole Position

by February 18, 2013

History for Female Racer Could Spark ASRT Interest

Some history was made over the weekend on the NASCAR circuit, and it could benefit Sega and its latest Sonic title.

Danica Patrick had the top lap time on the Daytona International Speedway on Sunday, reaching speeds of more than 196.4 miles per hour.  It means she will start in the top position next week in the Daytona 500.  It’s the first time a woman has ever qualified for the pole position in the Sprint Cup series.

That bit of history could be good news for Sonic & All-Stars Racing Transformed.  Sega sought Patrick to be their pseudo-spokeswoman for the game, and she was included as a playable character.  So far, the extent of Patrick’s promotion for the game has been a couple tongue-in-cheek viral videos produced by Sega, and a few TV interviews.  But this accomplishment, paired with prospects of a win next Sunday, could bring new audiences toward ASR Transformed if enough consumers connect the dots between her celebrity and her implied endorsements.

We’ll see what Danica can do in the next week–and if business improves for Sega as a result.