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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)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet, leads a pack of cars during the NASCAR Sprint Cup Series Sprint Unlimited at Daytona International Speedway on February 13, 2016 in Daytona Beach, Florida.  (Photo Credit: Photo by Jeff Zelevansky/Getty Images)
Jimmie Johnson, driver of the #48 Lowe’s Chevrolet SS, holds his daughter, Lydia Sunday, November 22, 2015 before final race of the 2015 NASCAR Sprint Cup Series season at Homestead-Miami Speedway in Homestead, Florida. Johnson and other Jeff Gordon teammates at Hendrick Motorsports wore tribute hats to honor the retiring Chevy driver prior to the start of the race. (Photo by Alan Marler/HHP for Chevy Racing)
Defending Sprint Cup Champion Kevin Harvick, driver of the #4 Budweiser/Jimmy John’s Chevrolet SS, races to a second place finish, Sunday, November 22, 2015 in the final race of the 2015 NASCAR Sprint Cup Series season at Homestead-Miami Speedway in Homestead, Florida. Harvick finishes as the runner-up in the NASCAR Sprint Cup Championship. (Photo by Andrew Coppley/HHP for Chevy Racing)
Defending Sprint Cup Champion Kevin Harvick, driver of the #4 Budweiser/Jimmy John’s Chevrolet SS, races to a second place finish, Jeff Gordon, driver of the #24 Axalta Chevrolet SS finishes in sixth place, and Martin Truex, Jr., driver of the #78 Furniture Row/Visser Precision finishes in twelfth place Sunday, November 22, 2015 in the final race of the 2015 NASCAR Sprint Cup Series season at Homestead-Miami Speedway in Homestead, Florida. This Chevrolet drivers finished 2nd, 3rd and 4th (respectively) in the Chase of the Cup Championship. (Photo by Harold Hinson/HHP for Chevy Racing)
Series championship contenders Jeff Gordon, driver of the #24 AXALTA Chevrolet, Kevin Harvick, driver of the #4 Budweiser/Jimmy John`s Chevrolet, Martin Truex Jr., driver of the #78 Furniture Row/Denver Mattress Chevrolet, and Kyle Busch, driver of the #18 M&M`s Crispy Toyota, take part in pre-race ceremonies for the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 22, 2015 in Homestead, Florida.  (Photo Credit: Chris Trotman/NASCAR via Getty Images)
Kevin Harvick, driver of the #4 Budweiser/Jimmy John`s Chevrolet, Kyle Busch, driver of the #18 M&M`s Crispy Toyota, Jeff Gordon, driver of the #24 AXALTA Chevrolet, and Martin Truex Jr., driver of the #78 Furniture Row/Denver Mattress Chevrolet, race during the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 22, 2015 in Homestead, Florida. (Photo Credit: Chris Trotman/NASCAR via Getty Images)
Defending Sprint Cup Champion Kevin Harvick, driver of the #4 Budweiser/Jimmy John’s Chevrolet SS, qualifies for thirteenth position Friday, November 20, 2015 for Sunday`s Championship 4, the final race of the 2015 NASCAR Sprint Cup Series season at Homestead-Miami Speedway in Homestead, Florida. Harvick will be joined by Jeff Gordon, driver of the #24 Axalta Chevrolet SS and Martin Truex, Jr., driver of the #78 Furniture Row/Visser Precision Chevrolet SS to compete for the 2015 NASCAR Sprint Cup Championship. (Photo by Rusty Jarrett/HHP for Chevy Racing)
Martin Truex, Jr., driver of the #78 Furniture Row/Visser Precision Chevrolet SS, qualifies for eleventh position Friday, November 20, 2015 for Sunday`s Championship 4, the final race of the 2015 NASCAR Sprint Cup Series season at Homestead-Miami Speedway in Homestead, Florida. Truex, Jr. will be joined by Kevin Harvick, driver of the #4 Budweiser/Jimmy John’s Chevrolet SS and Jeff Gordon, driver of the #24 Axalta Chevrolet SS to compete for the 2015 NASCAR Sprint Cup Championship. (Photo by Rusty Jarrett/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, qualifies for fifth position Friday, November 20, 2015 for Sunday`s Championship 4, the final race of the 2015 NASCAR Sprint Cup Series season at Homestead-Miami Speedway in Homestead, Florida. Gordon will be joined by Kevin Harvick, driver of the #4 Budweiser/Jimmy John’s Chevrolet SS and Martin Truex, Jr., driver of the #78 Furniture Row/Visser Precision Chevrolet SS to compete for the 2015 NASCAR Sprint Cup Championship. Sunday will be Gordon`s last race as a full-time NASCAR Sprint Cup driver. (Photo by Harold Hinson/HHP for Chevy Racing)
Martin Truex, Jr., driver of the #78 Furniture Row/Visser Precision Chevrolet SS, advances to the Championship 4 with his fourteenth place finish Sunday, November 15, 2015 in the final round of the Eliminator 8 NASCAR Sprint Cup Chase race at Phoenix International Raceway in Avondale, Arizona. Truex, Jr. is joined with Jeff Gordon, driver of the #24 Pepsi Chevrolet SS, and Kevin Harvick, driver of the #4 Budweiser/Jimmy John’s Chevrolet SS to the Sprint Cup Series Championship 4 at Homestead-Miami Speedway in Homestead, Florida next Sunday. (Photo by Garry Eller/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Pepsi Chevrolet SS, advances to the Championship 4 with his sixth place finish Sunday, November 15, 2015 in the final round of the Eliminator 8 NASCAR Sprint Cup Chase race at Phoenix International Raceway (renamed Jeff Gordon Raceway for the day to honor the four-time champion) in Avondale, Arizona. Gordon is joined with Martin Truex, Jr., driver of the #78 Furniture Row/Visser Precision Chevrolet SS  and Kevin Harvick, driver of the #4 Budweiser/Jimmy John’s Chevrolet SS to the Sprint Cup Series Championship 4 at Homestead-Miami Speedway in Homestead, Florida next Sunday. (Photo by Garry Eller/HHP for Chevy Racing)
Dale Earnhardt, Jr., driver of the #88 Nationwide Chevrolet SS, races to victory Sunday, November 15, 2015 in the final round of the Eliminator 8 NASCAR Sprint Cup Chase race at Phoenix International Raceway in Avondale, Arizona. Defending Sprint Cup Champion Kevin Harvick, driver of the #4 Budweiser/Jimmy John’s Chevrolet SS advances to the Champion 4 with his second place finish. Harvick is joined with Martin Truex, Jr., driver of the #78 Furniture Row/Visser Precision Chevrolet SS and Jeff Gordon, driver of the #24 Pepsi Chevrolet SS to the Sprint Cup Series Championship 4 at Homestead-Miami Speedway in Homestead, Florida next Sunday. (Photo by Garry Eller/HHP for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe`s Patriotic Chevrolet, and Kurt Busch, driver of the #41 Haas Automation Chevrolet, lead the field to the green flag at the start of the NASCAR Sprint Cup Series Quicken Loans Race for Heroes 500 at Phoenix International Raceway on November 15, 2015 in Avondale, Arizona.  (Photo Credit: Photo by Robert Laberge/NASCAR via Getty Images)
Kevin Harvick, driver of the #4 Budweiser/Jimmy John`s Chevrolet, leads Carl Edwards, driver of the #19 Stanley Toyota, during the NASCAR Sprint Cup Series Quicken Loans Race for Heroes 500 at Phoenix International Raceway on November 15, 2015 in Avondale, Arizona.  (Photo Credit: Photo by Chris Trotman/Getty Images)
Dale Earnhardt Jr., driver of the #88 Nationwide Chevrolet, and Kevin Harvick, driver of the #4 Budweiser/Jimmy John`s Chevrolet, lead the field onto pit road due to rain during the NASCAR Sprint Cup Series Quicken Loans Race for Heroes 500 at Phoenix International Raceway on November 15, 2015 in Avondale, Arizona.  (Photo Credit: Photo by Chris Trotman/Getty Images)
(L-R) Team owner Rick Hendrick, Dale Earnhardt Jr., driver of the #88 Nationwide Chevrolet, and crew chief Greg Ives celebrate in victory lane after winning the rain-shortened NASCAR Sprint Cup Series Quicken Loans Race for Heroes 500 at Phoenix International Raceway on November 15, 2015 in Avondale, Arizona.  (Photo Credit: Photo by Sean Gardner/Getty Images)
Chase contender Kevin Harvick, driver of the #4 Budweiser/Jimmy John’s Chevrolet SS, qualifies for eighth position Friday, November 13, 2015 for Sunday`s final round of the Eliminator 8 NASCAR Sprint Cup Chase race at Phoenix International Raceway in Avondale, Arizona. (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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