A perennial powerhouse in NASCAR in its 10 years of competition, Kevin Harvick Inc. (KHI) has reached outside auto racing and into the world of professional athlete management, inking a deal to represent UFC fighter Donald “Cowboy” Cerrone.
KHI, co-owned by NASCAR Sprint Cup Series driver Kevin Harvick and his wife, DeLana, is renowned in the motor sports world not only for its on-track success, but also for its efficacious and innovative sponsorship relationships. In its NASCAR operations, the company has demonstrated expertise in marketing through sponsor activation, sales and promotion, event management, advertising and public relations. More recently, KHI transferred its primary concentration to athletes and sponsors in and out of the auto racing industry, including Harvick, Cerrone, Jeff Burton (NASCAR) and Jason Gore (PGA).
Under Harvick and the KHI management team’s direction, KHI earned two NASCAR Camping World Truck Series championships and 53 wins in the NASCAR Nationwide and Truck Series in its decade of competition. Along for the lengthy and prosperous ride were numerous and critical KHI sponsor partners, despite the fact that a weakening U.S. economy forced several corporations out of NASCAR altogether.
“One of KHI’s strongest qualities always has been our ability to sell and maintain sponsorship in NASCAR despite the economic challenges,” Kevin Harvick said. “With that solid foundation and the template we’ve created over the last 10 years, I think we are ready to take the next step to represent other athletes in other arenas. Donald is our first client in the UFC, and I’m excited about all the possibilities that lie ahead.”