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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/Kobalt Tools Chevrolet SS finished in third place Sunday, September 28, 2014 in the Chase Challenger 16 NASCAR Sprint Cup race at Dover International Speedway in Dover, Delaware. Johnson advances to the Contender 12 phase of the Chase which begins next Sunday at Kansas Speedway.  (Photo by Gregg Ellman/HHP for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet SS finished in fifth place and Kevin Harvick, driver of the #4 Budweiser Designate A Driver Chevrolet SS finished in third place Sunday, September 21, 2014 in the Chase Challenger 16 NASCAR Sprint Cup race at New Hampshire Motor Speedway in Loudon, New Hampshire. Both Johnson and Harvick are in the Chase which continues in next week`s Challenger 16 race. (Photo by Garry Eller/HHP for Chevy Racing)
Jamie McMurray, driver of the #1 Belkin/Wemo Chevrolet SS finished in fourth place and Jimmie Johnson, driver of the #48 Lowe`s Chevrolet SS finished in fifth place Sunday, September 21, 2014 in the Chase Challenger 16 NASCAR Sprint Cup race at New Hampshire Motor Speedway in Loudon, New Hampshire. Johnson is in the Chase which continues in next week`s Challenger 16 race. (Photo by Garry Eller/HHP for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe’s Chevrolet SS qualified for sixth position September 19, 2014 for Sunday`s Chase Challenger 16 NASCAR Sprint Cup race at New Hampshire Motor Speedway in Loudon, New Hampshire. Johnson is in the Chase which continues with the Challenger 16 for this and next week`s race. (Photo by Christa L Thomas/HHP for Chevy Racing)
Aric Almirola, driver of the #43 Eckrich Ford, races Kevin Harvick, driver of the #4 Jimmy John`s Chevrolet, during the NASCAR Sprint Cup Series MyAFibStory.com 400 at Chicagoland Speedway on September 14, 2014 in Joliet, Illinois. (Photo Credit: Sarah Glenn/Getty Images)
Kevin Harvick, driver of the #5 Jimmy John`s Chevrolet, celebrates with his son, Keelan, in victory lane after winning the NASCAR Nationwide Series Jimmy John`s Freaky Fast 300 at Chicagoland Speedway on September 13, 2014 in Joliet, Illinois. (Photo Credit: Nick Laham/Getty Images)
Kevin Harvick, driver of the #5 Jimmy John`s Chevrolet, celebrates with a burnout after winning the NASCAR Nationwide Series Jimmy John`s Freaky Fast 300 at Chicagoland Speedway on September 13, 2014 in Joliet, Illinois. (Photo Credit: Matt Sullivan/NASCAR via Getty Images)
Kevin Harvick, driver of the #5 Jimmy John`s Chevrolet, takes the chequered flag to win the NASCAR Nationwide Series Jimmy John`s Freaky Fast 300 at Chicagoland Speedway on September 13, 2014 in Joliet, Illinois. (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Kevin Harvick, driver of the #5 Jimmy John`s Chevrolet, celebrates in victory lane after winning the NASCAR Nationwide Series Jimmy John`s Freaky Fast 300 at Chicagoland Speedway on September 13, 2014 in Joliet, Illinois. (Photo Credit: Nick Laham/Getty Images)
Brian Scott, driver of the #2 Shore Lodge Chevrolet, leads thre field past the green flag to start during the NASCAR Nationwide Series Jimmy John`s Freaky Fast 300 at Chicagoland Speedway on September 13, 2014 in Joliet, Illinois. (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet SS, qualified for third position Friday, September 5, 2014 for Saturday night`s Nascar Sprint Cup race at Richmond International Raceway in Richmond, Virginia. Johnson is sixth in the NASCAR Sprint Cup Series (NSCS) standings. (Photo by Harold Hinson/HHP for Chevy Racing)
Kevin Harvick, driver of the #4 Jimmy John`s Chevrolet, pits along with the rest of the field during the NASCAR Sprint Cup Series Oral-B USA 500 at Atlanta Motor Speedway on August 31, 2014 in Hampton, Georgia.  (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Kevin Harvick, driver of the #4 Jimmy John`s Chevrolet, and Jeff Gordon, driver of the #24 Panasonic Chevrolet, lead a pack of cars during the NASCAR Sprint Cup Series Oral-B USA 500 at Atlanta Motor Speedway on August 31, 2014 in Hampton, Georgia. (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Kasey Kahne, driver of the #5 Farmer`s Insurance Chevrolet SS, races to win with Kyle Larson, driver of the 42 Target Chevrolet SS beside him finishing in eighth place Sunday, August 31, 2014 in the Nascar Sprint Cup race at Atlanta Motor Speedway in Hampton, Georgia. With this win, Kahne, a Hendrick Motorsports driver, is in the Chase. (Photo by Alan Marler/HHP for Chevy Racing)
Kasey Kahne, driver of the #5 Farmer`s Insurance Chevrolet SS, celebrates his win with a burnout Sunday, August 31, 2014 in the Nascar Sprint Cup race at Atlanta Motor Speedway in Hampton, Georgia. With this win, Kahne, a Hendrick Motorsports driver, is in the Chase. (Photo by Christa L. Thomas/HHP for Chevy Racing)
Kasey Kahne, driver of the #5 Farmer`s Insurance Chevrolet SS, is congratulated by his Hendrik Motor Sports teammates Jeff Gordon, driver of the #24 Panasonic Toughbook Chevrolet SS (left), Jimmie Johnson, driver of the #48 Lowe’s/Kobalt Tools Chevrolet SS (center) and Dale Earnhardt, Jr., driver of the #88 National Guard Chevrolet SS (right) after his victory Sunday, August 31, 2014 in the Nascar Sprint Cup race at Atlanta Motor Speedway in Hampton, Georgia. With this win, Kahne joins Gordon, Johnson, and Earnhardt Jr. in the Chase. (Photo by Harold Hinson/HHP for Chevy Racing)
Kasey Kahne, driver of the #5 Farmer`s Insurance Chevrolet SS, celebrates his victory Sunday, August 31, 2014 in the Nascar Sprint Cup race at Atlanta Motor Speedway in Hampton, Georgia. With this win, Kahne, a Hendrick Motorsports driver, is in the Chase.  (Photo by Christa L. Thomas/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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