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Johnson to appear on HBO show

Hendrick driver and multiple NASCAR champion Jimmie Johnson to appear on the HBO series 24/7
Jimmie Johnson's representatives at CAA Sports are calling his upcoming appearance on the HBO Sports series 24/7 the centrepiece in their efforts to provide the NASCAR driver with increased exposure.

CAA Sports signed Johnson, 34, in January 2008 and his appearance on 24/7, which will begin airing in late January and lead up to the Daytona 500 in February, marks the agency's first strike in an effort to spice up Johnson's vanilla image.

It is CAA's hope - and HBO's, too - that the behind-the-scenes series will reshape the perceptions many have developed in Johnson's nine-season NASCAR career. His backers assure that viewers will discover a more compelling figure than the one who wins with cold-blooded precision, but fails to generate much in the way of passion among the fans.

“With Jimmie, the criticism is a lot like what Roger Federer gets,” said CAA's Michael Levine. “All he does is win.”

But while Federer's brand has evolved into fashion and a global reach, Johnson's remains relatively limited to performance in the NASCAR world, even though he's on the verge of winning an unprecedented fourth straight Sprint Cup championship.

Despite that on-track dominance, Johnson's profile really hasn't transcended the sport. It hasn't even changed that much among NASCAR fans, according to the Davie-Brown Index, which measures a celebrity's attributes. The latest index doesn't have Johnson in the top five among NASCAR drivers in appeal. It remains difficult to attach a brand attribute to Johnson that goes beyond what he's done on the track, say sports marketers.

“Performance doesn't equal personality,” said David Grant, a founding principal of Velocity Sports & Entertainment. “Jimmie's not a redneck, he's not a freak, he's not controversial, he's not a jerk. In fact, he's a really nice guy. He's always proper, he always says the right thing, but that's not what people want to talk about.”

When Johnson selected CAA 22 months ago, he charged the agency with developing new and different opportunities, the kinds of things other drivers aren't doing. It's taken awhile, but the appearance on 24/7 was the kind of thing he had in mind. CAA also is working on a Johnson-branded video game that he is developing with an unnamed gaming company, a deal the agency arranged.

“I do think there is some growth that is yet to come, because there's just beginning to be the type of appreciation from the general sports fan for what he's accomplished,” Levine said. “It's taken a little longer than I would have expected or liked. He's separated himself from the other drivers on the track. and he wants to do the same thing off the track.”

Johnson's approach to endorsements has never been to take quantity over quality. Lowe's has been a longtime sponsor of his #48 car at Hendrick Motorsports and the two are expected to formalise an extension soon, a deal that costs the building supply retailer more than $20 million annually.



Tagged as: Hendrick , Jimmie Johnson , HBO

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Jimmie Johnson, driver of the No. 48 Lowes Chevrolet, signs autographs for his fans during NASCAR Preseason Thunder at Daytona International Speedway in January 2009. Johnson and his representatives hope the HBO Sports show “24/7” broadens Johnson’s appeal. (Rusty Jarrett/Getty Images for NASCAR)
The crew of Jimmie Johnson, driver of the #48 Lowe’s Pro Services Chevrolet SS, celebrate Johnson`s victory, Sunday, May 31, 2015, in the NASCAR Sprint Cup race at Dover International Speedway in Dover, Delaware. This was Johnson`s 10th win at Dover, his career 74th. (Photo by Tim Parks/HHP for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe’s Pro Services Chevrolet SS, races to victory with third place finisher Kyle Larson, driver of the #42 Target Chevrolet SS, Sunday, May 31, 2015, in the NASCAR Sprint Cup race at Dover International Speedway in Dover, Delaware. This was Johnson`s 10th win at Dover, his career 74th. (Photo by Alan Marler/HHP for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe’s Pro Services Chevrolet SS, takes the chequered flag, Sunday, May 31, 2015, in the NASCAR Sprint Cup race at Dover International Speedway in Dover, Delaware. This was Johnson`s 10th win at Dover, his career 74th. Following in second and third place are Kevin Harvick, driver of the # 4 DiTech Chevrolet SS and Kyle Larson, driver of the # 42 Target Chevrolet SS. (Photo by David Tullis/HHP for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe’s Pro Services Chevrolet SS, celebrates his victory, Sunday, May 31, 2015, after winning the NASCAR Sprint Cup race at Dover International Speedway in Dover, Delaware. This was Johnson`s 10th win at Dover, his career 74th. (Photo by Alan Marler/HHP for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe`s Pro Services Chevrolet, celebrates in Victory Lane after winning the NASCAR Sprint Cup Series FedEx 400 Benefiting Autism Speaks at Dover International Speedway on May 31, 2015 in Dover, Delaware.  (Photo Credit: Photo by Todd Warshaw/Getty Images)
Jimmie Johnson, driver of the #48 Lowe`s Pro Services Chevrolet, celebrates in Victory Lane after winning the NASCAR Sprint Cup Series FedEx 400 Benefiting Autism Speaks at Dover International Speedway on May 31, 2015 in Dover, Delaware.  (Photo Credit: Photo by Daniel Shirey/NASCAR via Getty Images)
Jimmie Johnson, driver of the #48 Lowe`s Pro Services Chevrolet, celebrates in Victory Lane after winning the NASCAR Sprint Cup Series FedEx 400 Benefiting Autism Speaks at Dover International Speedway on May 31, 2015 in Dover, Delaware.  (Photo Credit: Photo by Daniel Shirey/NASCAR via Getty Images)
Jimmie Johnson, driver of the #48 Lowe`s Pro Services Chevrolet, is cheered by his team while celebrating with a burnout after winning the NASCAR Sprint Cup Series FedEx 400 Benefiting Autism Speaks at Dover International Speedway on May 31, 2015 in Dover, Delaware. (Photo Credit: Photo by Nick Laham/Getty Images)
Jimmie Johnson, driver of the #48 Lowe`s Pro Services Chevrolet, celebrates with a burnout after winning the NASCAR Sprint Cup Series FedEx 400 Benefiting Autism Speaks at Dover International Speedway on May 31, 2015 in Dover, Delaware.  (Photo Credit: Photo by Matt Sullivan/NASCAR via Getty Images)
Jimmie Johnson, driver of the #48 Lowe`s Pro Services Chevrolet, crosses the finish line to win the NASCAR Sprint Cup Series FedEx 400 Benefiting Autism Speaks at Dover International Speedway on May 31, 2015 in Dover, Delaware.  (Photo Credit: Photo by Todd Warshaw/Getty Images)
Cole Whitt, driver of the #35 Ford, leads Carl Edwards, driver of the #19 Stanley Toyota, and Jimmie Johnson, driver of the #48 Lowe`s Pro Services Chevrolet, during the NASCAR Sprint Cup Series FedEx 400 Benefiting Autism Speaks at Dover International Speedway on May 31, 2015 in Dover, Delaware.  (Photo Credit: Photo by Daniel Shirey/NASCAR via Getty Images)
Jimmie Johnson, driver of the #48 Lowe`s Patriotic Chevrolet, is involved in an on-track incident during the NASCAR Sprint Cup Series Coca-Cola 600 at Charlotte Motor Speedway on May 24, 2015 in Charlotte, North Carolina.  (Photo Credit: Streeter Lecka/Getty Images)
Martin Truex Jr., driver of the #78 Furniture Row/Visser Precision Chevrolet, Kevin Harvick, driver of the #4 Budweiser/Jimmy John`s Chevrolet, and Denny Hamlin, driver of the #11 FedEx Office Toyota, lead the field into turn one during the NASCAR Sprint Cup Series Coca-Cola 600 at Charlotte Motor Speedway on May 24, 2015 in Charlotte, North Carolina. (Photo Credit: Rainier Ehrhardt/Getty Images)
Kevin Harvick, driver of the #4 Budweiser/Jimmy John’s Chevrolet SS, finished in ninth place, Sunday, May 24, 2015, in the NASCAR Sprint Cup race at Charlotte Motor Speedway in Concord, North Carolina. (Photo by Garry Eller/HHP for Chevy Racing)
Kevin Harvick, driver of the #4 Budweiser/Jimmy John’s Chevrolet SS, qualifies for eighth position, Thursday, May 21, 2015, for Sunday`s NASCAR Sprint Cup race at Charlotte Motor Speedway in Concord, North Carolina. Harvick leads the NASCAR Sprint Cup Series (NSCS) standings. All 43 drivers will be participating in
Jimmie Johnson, driver of the #48 Lowe`s Patriotic Chevrolet, sits in his car prior to practice for the NASCAR Sprint Cup Series Coca-Cola 600 at Charlotte Motor Speedway on May 21, 2015 in Charlotte, North Carolina. Johnson’s car features Army 1st Lt. Robert L. Henderson II as part of the 600 Miles of Rememberance.  (Photo Credit: Streeter Lecka/Getty Images)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet SS, races to victory Saturday night, May 9, 2015 in the NASCAR Sprint Cup race at Kansas Speedway in Kansas City, Kansas. Racing with him is Hendrick Motorsports teammate Dale Earnhardt, Jr., driver of the #88 Nationwide Chevrolet SS who finished in third place. (Photo by Harold Hinson/HHP for Chevy Racing)

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jj_48_fan - Unregistered

October 29, 2009 9:32 PM

I just wanted to say that you don't have to be a jerk or a weirdo to be interesting. I met Jimmie Johnson recently at an autograph signing and I could tell in less than 30 seconds, he was thoughtful, super nice, and funny! I love Jimmie and can't wait to see the show! :D



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