Jeff Gordon will campaign the "Drive To End Hunger" as his main sponsor from 2011, as DuPont scales back on its backing of the four-time Sprint Cup Series champion.
The AARP Foundation and Hendrick Motorsports announced a three-year deal to have Gordon and his team as ambassadors for an initiative to end hunger in America, specially among 60-plus seniors.
The agreement will cover 22 races per year, with DuPont and Pepsi expected to remain involved, featuring as main sponsors in a small number of events.
"This is a truly unique opportunity to help people, and it's a completely new, cause-driven approach to sponsorship," said Gordon. "Every single day, millions of older Americans are forced to make a choice between food, medicine and utilities.
"It's going to be a team effort, and it's not going to be easy, but we can solve this problem."
The AARP Foundation, a non-lucrative entity, expects to raise more awareness about the cause they campaign by being involved with one of NASCAR's most popular drivers.
They ultimately expect the sponsorship helps raise far more funding that they will actually spend, estimates about the foundation's investment being between US $10 and $15 million per season.
"We expect to raise far more money than we're investing in this [sponsorship] if we're going to solve this issue of hunger in America," said AARP Foundations President Jo Ann Jenkins.
"...NASCAR fans are among the most charitable, community-minded sports fans in the country, and they have a track record of commitment.
"With the help of Jeff and the Hendrick team, we will make the most of this unprecedented opportunity to end the struggle that so many older Americans have with hunger."