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GoDaddy won't return to the Super Bowl this year. Instead, the company, which was once known for its risqu big game commercials, is reuniting with racecar driver Danica Patrick for her final races.

GoDaddy will sponsor Patrick in both the Daytona 500 and Indianapolis 500 and mark her next chapter as an entrepreneur and business owner. Patrick will retire from racing this year.

The decision to skip the Super Bowl comes as GoDaddy looks to create more long-lasting marketing opportunities, says Chief Marketing Officer Barb Rechterman.

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