Danica Patrick became a standout figure in a series of bold and unforgettable commercials for GoDaddy. These ads captured attention in a way few others did during the Super Bowl. Over nearly ten years, Danica Patrick and GoDaddy created moments that sparked both excitement and debate. What made these commercials so unique? The story behind this partnership reveals more than just advertising—it shows a shift in culture and the power of a strong public image.
Danica Patrick’s Super Bowl Shock Factor
Danica Patrick’s partnership with GoDaddy stands as one of the most recognizable and controversial collaborations in Super Bowl advertising history. Over nearly a decade, Patrick starred in 22 GoDaddy commercials, including 14 Super Bowl spots—more than any other celebrity, surpassing even iconic figures like Michael Jordan and Cindy Crawford. These ads became synonymous with racy humor, provocative imagery, and a willingness to push boundaries that both captivated and polarized audiences.
GoDaddy’s marketing strategy during the late 2000s and early 2010s was simple: grab attention at any cost. Their Super Bowl commercials, often featuring Patrick in revealing outfits or suggestive scenarios, were designed to lure viewers to the GoDaddy website for the “uncensored” versions.
One of the most memorable ads aired during Super Bowl XLIII in 2009, where Patrick was seen showering multiple times while three men controlled her movements using a computer keyboard. The commercial escalated when another woman joined her in the shower, making it one of the most audacious and talked-about commercials in Super Bowl history. “Nothing turned on America every single February quite like a Danica Patrick GoDaddy ad in the second quarter of the Super Bowl. Nothing,” one retrospective noted.
Controversy Explodes Over GoDaddy Ads
While these commercials generated massive buzz and drove web traffic, they also sparked significant backlash. Critics accused GoDaddy of objectifying Patrick and perpetuating sexist stereotypes about women in sports and advertising. Some of the ads were even deemed too provocative for national television and were pulled or edited before broadcast. The controversy reached a peak in 2015 with an ad titled “Journey Home,” which featured a lost puppy finding its way home, only to be sold online via a GoDaddy-powered website. The spot, meant as a tongue-in-cheek take on online business, was pulled after animal rights activists and pet lovers condemned it for trivializing pet adoption and promoting the sale of animals as commodities.
Patrick addressed the controversy head-on during NASCAR Media Day at Daytona International Speedway. “I was definitely disappointed I wasn’t in the Super Bowl for a commercial,” she said. “But I was in a Super Bowl commercial. It just didn’t run”. She also pushed back against the notion that the ad’s withdrawal was a publicity stunt: “GoDaddy had every intention to run that commercial and I feel like I heard from a lot of people that it was like choreographed and it was planned and stuff. I think that’s so funny”. Defending the ad’s intent, Patrick stated, “We thought it was a really funny, slightly left-side joke, but it really was not intentional to offend people”. She added,
“Was I surprised? I don’t think anything in this culture surprises me anymore. I think people have opinions about everything, especially when you get into that world of animal rights or tree rights or whatever rights. They all have an opinion.”
Danica Stays Confident Amid Backlash
Patrick’s perspective on her role in the GoDaddy ads has always been one of agency and self-assurance. Despite criticism for the provocative nature of the commercials, she maintained that she was comfortable with the choices she made and felt in control of her image. “I’ve enhanced my image with a domain name and a website from GoDaddy.com,” she quipped in one of the ads, playing into the dual narrative of being both “the sexy side” and “the smart side” of the brand. In interviews, she has emphasized that modeling and commercial work were empowering experiences for her, and that she enjoyed the creative process involved.
The partnership was also lucrative. Fox Sports estimated Patrick’s annual contract with GoDaddy to be worth more than $20 million, a testament to her value as a brand ambassador and the impact of the commercials on both her career and GoDaddy’s public profile. “I absolutely hope I am in the new GoDaddy Super Bowl commercials,” Patrick said in 2012, as the company was considering a shift in its advertising strategy. “I don’t think it would feel quite like a Super Bowl if we don’t do the commercials again this year”.
Why GoDaddy and Danica Split
However, by 2012, GoDaddy began to “redefine sexy,” moving away from the overtly sexualized ads that had defined their brand for years. The company’s chief marketing officer explained, “What we’re trying to do is redefine sexy to be a small-business owner running a successful business. So we want to explore options of how we make our advertising new”. This shift, combined with a drop in Patrick’s Q Score—a measure of celebrity likability—signaled the end of an era. “It was a relationship that worked for both parties for a long time, but they didn’t say, ‘till death do us part,’” said brand expert Kate Newlin. “If GoDaddy is feeling inhibited about where it can go with her, it has to sign the divorce papers”.
Despite the change in direction, Patrick’s legacy as the “GoDaddy Girl” is undeniable. She brought unprecedented visibility to both the brand and herself, leveraging controversy to build a unique platform that transcended motorsports. Her willingness to address criticism directly, defend her choices, and embrace the complexities of her public image made her one of the most memorable figures in Super Bowl advertising history.
The GoDaddy commercials were more than just marketing—they were a reflection of shifting cultural attitudes, the power of celebrity, and the ongoing debate about how women in sports are portrayed in the media. As Patrick herself put it, “People have an opinion about everything… They all have an opinion”. Through it all, she remained unapologetically herself, navigating controversy with the same confidence and determination that defined her racing career.
News in Brief: Danica Patrick and GoDaddy Super Bowl commercials controversy
Danica Patrick’s partnership with GoDaddy was groundbreaking and controversial, featuring 22 commercials and 14 Super Bowl spots. These ads combined racy humor and provocative imagery, sparking both massive buzz and criticism. Despite backlash, Danica Patrick embraced her role confidently, enjoying the creative and empowering aspects. The partnership was highly lucrative and changed over time as GoDaddy shifted its marketing approach. Her legacy as the “GoDaddy Girl” remains a powerful example of celebrity influence and cultural impact in sports advertising.
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