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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

Related Pictures

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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 SS, races to a fourth place finish Saturday night, April 9, 2016 in the NASCAR Sprint Cup Series race at Texas Motor Speedway in Fort Worth, Texas.  (Photo by Alan Marler for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe’s/Superman Chevrolet SS, races to his 77th career victory, Sunday, March 20, 2016 in the NASCAR Sprint Cup Series race at Auto Club Speedway in Fontana, California.  (Photo by Garry Eller for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe’s/Superman Chevrolet SS, celebrates his 77th career win with a victory lap and checkered flag, Sunday, March 20, 2016 in the NASCAR Sprint Cup Series race at Auto Club Speedway in Fontana, California.  (Photo by Garry Eller for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe’s/Superman Chevrolet SS, celebrates his 77th career victory Sunday, March 20, 2016 in the NASCAR Sprint Cup Series race at Auto Club Speedway in Fontana, California.  (Photo by Gregg Ellman for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe’s/Superman Chevrolet SS, celebrates his 77th career victory with a wave of the chequered flag Sunday, March 20, 2016 in the NASCAR Sprint Cup Series race at Auto Club Speedway in Fontana, California. (Photo by Garry Eller for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe’s/Superman Chevrolet SS, celebrates his 77th career victory, Sunday, March 20, 2016 in the NASCAR Sprint Cup Series race at Auto Club Speedway in Fontana, California. (Photo by Harold Hinson for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe’s/Superman Chevrolet SS, celebrates his 77th career victory, Sunday, March 20, 2016 in the NASCAR Sprint Cup Series race at Auto Club Speedway in Fontana, California. (Photo by Harold Hinson for Chevy Racing)
Kevin Harvick, driver of the #4 Jimmy John`s Chevrolet, pits during the NASCAR Sprint Cup Series Auto Club 400 at Auto Club Speedway on March 20, 2016 in Fontana, California. (Photo Credit: Photo by Jeff Zelevansky/NASCAR via Getty Images)
Kevin Harvick, driver of the #4 Jimmy John`s Chevrolet, leads a pack of cars during the NASCAR Sprint Cup Series Auto Club 400 at Auto Club Speedway on March 20, 2016 in Fontana, California. (Photo Credit: Photo by Robert Laberge/Getty Images)
Jimmie Johnson, driver of the #48 Lowe`s / Superman Chevrolet, pits during the NASCAR Sprint Cup Series Auto Club 400 at Auto Club Speedway on March 20, 2016 in Fontana, California. (Photo Credit: Photo by Jeff Zelevansky/NASCAR via Getty Images)
Jimmie Johnson, driver of the #48 Lowe`s / Superman Chevrolet, takes the chequered flag to win the NASCAR Sprint Cup Series Auto Club 400 at Auto Club Speedway on March 20, 2016 in Fontana, California. (Photo Credit: Photo by Jeff Gross/Getty Images)
Jimmie Johnson, driver of the #48 Lowe`s / Superman Chevrolet, celebrates after taking the chequered flag during the NASCAR Sprint Cup Series Auto Club 400 at Auto Club Speedway on March 20, 2016 in Fontana, California. (Photo Credit: Photo by Brian Lawdermilk/NASCAR via Getty Images)
Jimmie Johnson, driver of the #48 Lowe`s / Superman Chevrolet, celebrates in victory lane after winning the NASCAR Sprint Cup Series Auto Club 400 at Auto Club Speedway on March 20, 2016 in Fontana, California. (Photo Credit: Photo by Jonathan Moore/Getty Images)
Kevin Harvick, driver of the #4 Jimmy John’s Chevrolet SS SS, qualifies for second position Friday, March 18, 2016 for Sunday`s NASCAR Sprint Cup Series race at Auto Club Speedway in Fontana, California. Harvick will be joined on the front row by pole setter Austin Dillon, driver of the #3 American Ethanol Chevrolet SS. (Photo by Harold Hinson for Chevy Racing)
Austin Dillon, driver of the #3 American Ethanol Chevrolet SS, captures the pole position Friday, March 18, 2016 for a front row start in Sunday`s NASCAR Sprint Cup Series race at Auto Club Speedway in Fontana, California. Dillon will be joined on the front row with Kevin Harvick, driver of the #4 Jimmy John’s Chevrolet SS who qualified second. (Photo by Harold Hinson for Chevy Racing)
Austin Dillon, driver of the #3 American Ethanol Chevrolet SS, with team owner and grandfather Richard Childress after capturing the pole position Friday, March 18, 2016 for a front row start in Sunday`s NASCAR Sprint Cup Series race at Auto Club Speedway in Fontana, California. Dillon will be joined on the front row with Kevin Harvick, driver of the #4 Jimmy John’s Chevrolet SS who qualified second. (Photo by Harold Hinson for Chevy Racing)
Austin Dillon, driver of the #3 American Ethanol Chevrolet SS, captures the pole position Friday, March 18, 2016 for a front row start in Sunday`s NASCAR Sprint Cup Series race at Auto Club Speedway in Fontana, California. Dillon will be joined on the front row with Kevin Harvick, driver of the #4 Jimmy John’s Chevrolet SS who qualified second. (Photo by Harold Hinson 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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