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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 SS, finished fourth and Kyle Larson, driver of the #42 Target Chevrolet SS, finished twelfth Saturday, August 23, 2014 in the Nascar Sprint Cup race at Bristol Motor Speedway in Bristol, Tennessee. (Photo by Rusty Jarrett/HHP for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet SS, qualified for sixth position Friday, August 22, 2014 for Saturday evening`s Nascar Sprint Cup race at Bristol Motor Speedway in Bristol, Tennessee. Johnson is seventh in the NASCAR Sprint Cup Series (NSCS) standings. (Photo by Harold Hinson/HHP for Chevy Racing)
Kevin Harvick, driver of the #4 Jimmie John`s Chevrolet SS, won the pole position Friday, August 22, 2014 for Saturday evening`s Nascar Sprint Cup race at Bristol Motor Speedway in Bristol, Tennessee. Harvick 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, poses with the pole award after qualifying fastest for the NASCAR Sprint Cup Series Irwin Tools Night Race at Bristol Motor Speedway on August 22, 2014 in Bristol, Tennessee. (Photo Credit: Rainier Ehrhardt/Getty Images)
Kevin Harvick, driver of the #4 Jimmy John`s Chevrolet, poses with his wife DeLana, son Keelan, and the pole award after qualifying fastest for the NASCAR Sprint Cup Series Irwin Tools Night Race at Bristol Motor Speedway on August 22, 2014 in Bristol, Tennessee. (Photo Credit: Rainier Ehrhardt/Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, races to win Sunday, August 17, 2014 in the Pure Michigan 400 NASCAR Sprint Cup race at Michigan International Speedway in Brooklyn, Michigan. Kevin Harvick, driver of the #4 Jimmy Johns Chevrolet SS finished second. This was Gordon`s third win of the season. (Photo by Alan Marler/HHP for Chevy Racing)
Kevin Harvick, driver of the #4 Jimmy Johns Chevrolet SS, qualified sixth Friday, August 15, 2014 for Sunday`s Pure Michigan 400 NASCAR Sprint Cup race at Michigan International Speedway in Brooklyn, Michigan. Harvick is 8th in the NASCAR Sprint Cup Series (NSCS) standings. (Photo by Alan Marler/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet, center, celebrates with team owner Rick Hendrick, left, daughter Ella Sophia and wife Ingrid Vandebosch by kissing the bricks after winning the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana. (Photo Credit: Rainier Ehrhardt/NASCAR via Getty Images)
Kevin Harvick, driver of the #4 Jimmy John`s Chevrolet, leads a pack of cars into the pits during the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana.  (Photo Credit: Chris Graythen/NASCAR via Getty Images)
Kevin Harvick, driver of the #4 Jimmy John`s Chevrolet, and Jeff Gordon, driver of the #24 Axalta Chevrolet, lead the field to the green flag for the start of the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana. (Photo Credit: Patrick Smith/NASCAR via Getty Images)
Kevin Harvick, driver of the #4 Jimmy John`s Chevrolet, qualifies for the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 26, 2014 in Indianapolis, Indiana. (Photo Credit: Sean Gardner/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, qualified 2nd fastest Saturday, July 26, 2014 for Sunday`s Brickyard 400 Nascar Sprint Cup race at Indianapolis Motor Speedway in Indianapolis, Indiana. Next to him on the front row will be pole winner Kevin Harvick, driver of the #4 Jimmy John’s Chevrolet SS. (Photo by Harold Hinson/HHP for Chevy Racing)
Kevin Harvick, driver of the #4 Jimmy John’s Chevrolet SS, was the fastest qualifier Saturday, July 26, 2014 to capture the pole position for Sunday`s Brickyard 400 Nascar Sprint Cup race at Indianapolis Motor Speedway in Indianapolis, Indiana. Jeff Gordon, driver of the #24 Axalta Chevrolet SS will join him on the front row. (Photo by Rusty Jarrett/HHP for Chevy Racing)
Crew chief Chad Knaus inspects the car of Jimmie Johnson, driver of the #48 Lowe`s Chevrolet, after a crash during the NASCAR Sprint Cup Series Camping World RV Sales 301 at New Hampshire Motor Speedway on July 13, 2014 in Loudon, New Hampshire.  (Photo Credit: Nick Laham/Getty Images)
Kyle Busch, driver of the #18 Interstate Batteries Toyota, and Jimmie Johnson, driver of the #48 Lowe`s Chevrolet, lead the field at the start of the NASCAR Sprint Cup Series Camping World RV Sales 301 at New Hampshire Motor Speedway on July 13, 2014 in Loudon, New Hampshire. (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet, crashes in the early part of the NASCAR Sprint Cup Series Camping World RV Sales 301 at New Hampshire Motor Speedway on July 13, 2014 in Loudon, New Hampshire.  (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet SS, qualifies second Friday, July 11, 2014 for NASCAR Sprint Cup Series Camping World RV Sales 301 at New Hampshire Motor Speedway in Loudon, New Hampshire. (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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