Hendrick Motorsports has announced a unique long-term partnership with the American Association of Retired Persons (AARP) and its campaign to address the growing problem of hunger among older Americans.

The three-year initiative will see the AARP Foundation serve as the primary sponsor for four-time Nascar Sprint Cup Series champion Jeff Gordon in 22 races annually.

Financial details of the deal were not revealed, however, well-placed industry experts have estimated the new agreement to be worth US$15 million to US$20 million annually.

"This is a truly unique opportunity to help people, and it's a completely new, cause-driven approach to sponsorship. 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," said Gordon will drive the No. 24 Drive to End Hunger Chevrolet, which will be unveiled at a later date.

AARP Foundation president, Jo Ann Jenkins, added, "Hunger is a hidden problem that millions of older Americans are battling silently. In fact, between 2006 and 2008, the percentage of seniors struggling with hunger more than doubled. 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."

Rick Hendrick, owner of Hendrick Motorsports, said, "It's exciting to see a new organisation engage with our sport and our fans through such an innovative approach. Having seen firsthand what the Nascar community is capable of accomplishing, I know the program will help a lot of people in our country who desperately need it. Success ultimately will be measured by how many lives we can impact, and that's a truly unique and special opportunity for everyone involved."