Harvick has represented Budweiser since 2011. Bud has been a staple in the Cup Series dating back to its sponsorship of Terry Labonte's No. 44 Chevrolet at Stratograph Racing in 1983. Budweiser has celebrated a championship and nearly 60 wins in NASCAR's elite division with the likes of Darrell Waltrip, Geoff Bodine, Bill Elliott, Kenny Schrader, Ricky Craven, Wally Dallenbach, Dale Earnhardt Jr., Kasey Kahne and Harvick.
"We didn't want to go through our fourth driver in seven, eight years and build up new equity with a new driver," Blaise D'Sylva, vice president of media, sports and entertainment marketing, Anheuser-Busch, said. "Kevin's done a great job during that space."
D'Sylva said Childress put some "very attractive" offers on the table to remain with RCR. But, after surveying NASCAR fans and Budweiser drinkers, the company found there was as a strong, successful connection between the driver and the brand. So they'll stick with him.
"He been a winner and he has shown an amazing level of commitment to the brand," D'Sylva said by phone.
Harvick has 21 Cup wins, 96 top-fives and 198 top-10 finishes in his career. He's been with RCR in the Cup series since he replaced Dale Earnhardt after his fatal crash in the 2001 Daytona 500. He's made the Chase for the Sprint Cup championship the last three seasons.
But the inconsistency and inability to win a Cup title with RCR had been frustrating for Harvick, and led to a revolving door of crew chiefs on the No. 29 the last several years. As Harvick went winless through the first 34 points races last year, it made sense to look around even though his contract ran through 2013.
"It was just something that we knew we wanted to do and we left it up to our people to try to make it all work," Harvick said.