Jeff Gordon is taking up a cause and getting a new sponsor as a result.
Beginning in 2011, the primary sponsor of Gordon's No. 24 Hendrick Motorsports Chevrolet for a majority of races will be a major anti-hunger campaign, the Observer and ThatsRacin.com have learned.
The campaign, which may be the first multi-race cause-related sponsorship of its kind in NASCAR, will be coordinated through the AARP Foundation and eventually involve other companies, sources said.
The AARP Foundation is the charitable organization of the AARP and dedicated to serving older Americans in need.
While the anti-hunger campaign will serve as primary sponsor for a majority of races, DuPont and PepsiCo are expected to return as primary sponsors for the remainder of the races in 2011 as well, sources said.
Gordon's sponsorship and details of the anti-hunger campaign will be unveiled at a news conference on Wednesday at Hendrick Motorsports, sources said.
A Hendrick Motorsports spokesperson confirmed an announcement is being planned for Wednesday but declined further comment.