Office Depot, Old Spice to Sponsor Tony Stewart’s Chevy

Office Depot and Old Spice will co-sponsor Tony Stewart’s No. 14 Chevrolet Impala in the NASCAR Sprint Cup Series during 2009.

Both Office Depot and Old Spice are NASCAR partners, as the official office products and deodorant brands for the national stock car racing association.

“[Stewart is] a small business owner. We take care of small business. That’s what we do,” said George Hill, Office Depot senior vice president, at the press conference unveiling the deals late last week. “We think it’s a beautiful, natural fit for us.”

Stewart bought a 50% stake in the Stewart-Haas racing team in June.

Alex Keith, Procter & Gamble general manager for North American deodorant brands said, “While we have a number of successful programs that drive our Old Spice brand, we certainly believe that the partnership we have with Tony is an integral part of making us the number one male deodorant and body wash brand.”

Terms of the sponsorship deal were not disclosed. Primary sponsorships of NASCAR stock cars typically run in the range of $25,000 to $30,000 per year.

The change in the number for Stewart’s car—from 20 to 14—is intended to honor legendary race car driver A.J. Foyt, who is a personal friend of Stewart.