Gordon has built his team around the No. 7 for the last six seasons. Gordon said, “It’s all fun and games but I think she should be proud to have the No. 77.”

The No.77 could be one possibility because it is available and hasn’t been in use since the end of 2010, when Sam Hornish Jr drove for Penske Racing.

A member of the media joked with Gordon, asking if Gordon was offered a million dollars would he give Patrick the No. 7.  Gordon jokingly replied, “A million dollars? You promise? And they’ll put SPEED Energy on the side of their car? And Danica will wear a SPEED hat every week?”

This isn’t the first time a driver doubled up on a former number to a new one. Dale Earnhardt Jr, Patrick’s Nationwide Series team owner, went from the No. 8 to the No. 88 after he moved to Hendrick Motorsports in 2008 because Dale Earnhardt Inc and his stepmother Teresa Earnhardt would not part with the number.

Gordon is a respected veteran in the Sprint Cup Series and he is one of the few remaining owner-drivers in the series. I applaud him for not wanting to give up his number. He’s built his business around that number. Why should he give it up to a “Rookie?” Whether or not Patrick changes her number, people will still continue to buy her merchandise.

Coinciding with the release of the movie, Dodge unveiled the  No.7 Fast Five Dodge Charger R/T, which will debut in this weekend’s Goody’s Fast Relief 500 at Martinsville Speedway. Robby Gordon will pilot the car this weekend, and throughout the month at Texas Motor Speedway, Talladega Superspeedway and Richmond International Raceway.

Team owner Robby Gordon said:

I’m excited to be associated with a manufacturer again. I like the things that Dodge has been doing to build brand awareness. They have an impressive factory and facility, and their product line is top notch. I’ve really enjoyed putting this deal together with [Dodge president and CEO] Ralph Gilles and [Dodge Motorsports manager] Bryan Viger; they are a fun, youthful, forward-thinking group. I’ve worked with Dodge in the past and have always had a great relationship with Dodge corporate.

 Gilles added:

We’re excited Robby will be joining the Dodge Motorsports program in the NASCAR Sprint Cup Series in 2011. We like the competitive flair and skill he brings to the track. Robby’s driving style mirrors the performance attitude of the rejuvenated Dodge brand, so he’s a welcome addition to our team. We believe you don’t need a certain number of cars to be successful in racing. The key is having the right combination of teams, drivers and technology. We already have a strong foundation with Penske Racing and the Dodge engineering team can easily support another Sprint Cup Series team. Our technical support will be a valuable asset for Robby Gordon Motorsports.

Following a court-issued injunction, Robby Gordon has altered the logo for his energy drink company, Speed Energy. Court filings suggest that a settlement is likely in the suit, and will come with the altering of the logo.

The new logo keeps the diagonal bars of the original logo, but it loses the connecting bar, which made the logo look like an “S,” and made it very similar to Specialized Bicycles’ logo.

Shortly after Gordon introduced his energy drink company, Specialized sent a cease-and-desist letter to Gordon, ordering him to stop using the logo due to its similarity to their logo.

Gordon, however, contended that his logo was different from Specialized’s and wouldn’t be confused with it because the energy drink business is not similar to the bike business.

Specialized disagreed, as did the court. U.S. District Court Judge Andrew J. Guilford granted an injunction against Robby Gordon for using the logo.

According to SceneDaily.com, the injunction was to take effect once Specialized posted a $3 million bond to cover damages in the event it lost the lawsuit.

But, a bond was never posted, and the two sides participated in mediation and are now working on a settlement.

Update: Robby Gordon in a statement announced that he has reached an agreement with Specialized Bicycles over similarities between the two companies’ logos.

Gordon said:

To our fans and Speed Energy supporters, I am happy to announce that we were able to reach a mutually beneficial settlement of our dispute with Specialized Bicycles regarding logos. … [M]erchandise with the old logo has been discontinued. SPEED Energy plans to have energy drink products with the new SPEED logo available in stores in early January 2011.

In his suit, Gordon says that Extenze Racing agreed to pay him if he put their logo on RGM’s Toyotas, which were going to be driven by their driver, Kevin Conway.

When Conway was in danger of falling out of the top 35, Gordon got behind the wheel after clearing the move with the ExtenZe Racing officials, he says. They agreed to the deal.

However, after the races were completed, ExtenZe refused to pay, citing breach of contract because he drove the car instead of Conway.

Gordon is seeking $690,000.

Gordon is no stranger to legal action. So far this season, he has taken legal action against BAM Racing, and he has been in a legal dispute over his newly created energy drink company, Speed Energy Drink.

ExtenZe, however, is also tied up in its own legal battle. Front Row Motorsports, the team that fielded cars for Conway and ExtenZe originally, is suing the team for non-payment for part of the deal that allowed Conway to drive FRM cars for the early part of last season.

Under the injunction, Gordon will not be able to sell products that feature the logo or use the logo on his race cars. No word was given on when the logo needed to be removed, or when products with those logos needed to be removed from the marketplace.

The filing stated that Gordon already produced 2.4 million cans bearing the logo (at a cost of $1.1 million), and the company has commited to selling 1.8 million cans through distribution agreements. Gordon contends that the cans cannot be re-labeled and that it would take at least 90 days to design a new logo and reproduce the cans.

Gordon has used the the logo on his car for 10 races, which was said to be worth $2.25 million.

Gordon argued that his logo was different from Specialized’s and wouldn’t be confused with it because the energy drink business is not similar to the bike business.

Specialized, however, pointed out that they sponsor a cycling team in partnership with Monster Energy Drink, one of Gordon’s former sponsors. Specialized said that the marketing channels “substantially overlap.”

Specialized issued a ceast-and-desist letter to Gordon over the logo. In response, Gordon filed suit. As a result of that, Specialized sought an injunction to stop Gordon from using the logo.

Gordon says that if he’s unable to use the logo and has to change it, he may not be able to run in the Sprint Cup Series next season.

Gordon says his logo is different because it is shaped like a lightening bolt, and is orange wheras Specialized’s logo is more red. See the logos below:

Gordon also said that he will run the first five races of the Sprint Cup Series in 2011, and the “fun” races in the big markets. Currently, Gordon plans to run in the Indianapolis 500 and off-road events such as the Dakar Rally in addition to his Sprint Cup races.

The drink is bottled in Charlotte, and Gordon hopes that distribution will being soon.

Conway will pilot the RGM Toyota starting with this weekend’s Emory Healthcare 500 at Atlanta Motor Speedway.

Team owner Robby Gordon said:

We are excited to have ExtenZe Racing and Kevin Conway join Robby Gordon Motorsports. This is an excellent opportunity for everyone involved, and I am excited to have Kevin behind the wheel of the No. 7. I hope that we will be able help Kevin bring home the Rookie of the Year Award while expanding our team and his on-track experience.

 Conway added:

I am thrilled to finally be able to announce our signing with Robby Gordon Motorsports. The Bristol race a couple weekends ago came together very late and gave everyone just a quick peek at what was possibly to come. Now that everything is in place I can’t wait to take to the track this weekend in Atlanta in the No. 7 ExtenZe Racing Toyota.

Conway started the season with Front Row Motorsports in the No. 37 car. He struggled to keep the car in the top 35 in owner’s points. Team owner Bob Jenkins had to change car numbers a few times to keep Conway in the top 35.

Conway was rumored to be on thin ice at FRM and rumors indicated that he would be replaced, with ExtenZe staying with FRM. ExtenZe issued a statement shortly thereafter reiterating their commitment to Conway.

FRM replaced Conway with Tony Raines. Conway then started a race for RGM. It was then reported that RGM was working to keep Conway for the rest of the season.