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Go Mama! Branded By Beauty

Go Mama! Branded By Beauty

How Danica Patrick Swooned Her Way into Sponsorship

(p.175) Go Mama! Branded By Beauty
A Locker Room of Her Own
Lisa R. Neilson
University Press of Mississippi

This chapter examines how Danica Patrick’s choice to be branded by beauty helped her in her career as a race car driver. Patrick’s decision to be featured in the men’s magazine FHM was said to be one of the most significant factors in allowing her to gain access to sponsorship opportunities. The chapter notes that Patrick did not mind about the widespread attention she gained through her sexy pictures in FHM, arguing that as long as it provided her the opportunity to fund her racing, then it was fine.

Keywords:   beauty, Danica Patrick, FHM, race car driver, sponsorship opportunities

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