NASCAR »

Michael Waltrip Racing adds to sales, marketing push

Michael Waltrip Racing signs new deal to aid with marketing for 2010
Michael Waltrip Racing enters the 2010 season with a growing sponsor base, a new driver and a sense of momentum enjoyed by few NASCAR teams, and now it can count Just Marketing International on its side as well.

The three-year-old race team has a new consulting agreement with JMI that MWR hopes will broaden its sales and marketing reach.

“We need more ammo than we have,” said Ty Norris, MWR's vice president and general manager.

Norris is part of a three-person business development team at MWR that grows to four when Waltrip joins the sales process. Waltrip is retreating into a part-time role as a driver, but the team picked up driver Martin Truex Jr. in the offseason to run the No. 56 NAPA car.

JMI, a motorsports-specific agency based in Indianapolis with a client list that includes Subway, LG, UPS and Verizon, will be a non-exclusive consultant with the race team. JMI has hired Craig Amhaus from Dover Motorsports Inc. to be the agency's day-to-day point person with MWR.

Zak Brown, JMI's chief executive, said the deal will permit the agency to continue to work with other teams, and MWR will remain open to deals that come from other agencies. The arrangement calls for MWR to pay the agency a retainer and a percentage from the deals that close, although financial specifics were not available.

“If we come across a company and MWR is not the right fit, we're not bound to steer them there,” Brown said. “But we will be bringing our sales and marketing expertise to the team to find them the companies that are the right fit.”

This is not the first time an agency and a team have joined forces. IMG and Joe Gibbs Racing struck a partnership last year that includes not only sales and marketing, but also an in-depth branding analysis of JGR's drivers.

Norris believes JMI will help the race team deepen its sponsor base, which could help MWR grow beyond its two-car operation.

MWR's primary sponsors include Aaron's (with driver David Reutimann) and NAPA, which along with Toyota signed new long-term deals with the team. Best Western and Coca-Cola renewed, and the team added New Balance, Tums and Insurance Office of America.

“The one thing you see happening a lot is that all the teams and agencies are bumping into each other within the U.S.,” Norris said. “We'd like to have the capability of looking internationally for more sponsorship opportunities, and that's one area where JMI can certainly help.”

JMI has offices in Germany and England, in addition to its U.S. operations.

by Michael Smith
Michael Smith is a reporter with SportsBusiness Journal



Related Pictures

Click on relevant pic to enlarge
Martin Truex Jr., the newest driver for Michael Waltrip Racing, answers questions from the media last month at the team’s shop north of Charlotte. Truex and MWR hope to benefit from the organization’s latest marketing initiative. (Jason Smith/Getty Images)
Dale Earnhardt, Jr., driver of the #88 National Guard Chevrolet SS finished 2nd, Jeff Gordon, driver of the #24 Drive To End Hunger Chevrolet SS finished 7th Saturday, April 12, 2014 in the NASCAR Sprint Cup race at Darlington Raceway in Darlington South Carolina. Earnhardt Jr. is 4th, Gordon is 1st in the NASCAR Sprint Cup Series (NSCS) standings. Teammate Kevin Harvick, driver of the #4 Budweiser Chevrolet SS won. (Photo Credit: HHP/Alan Marler for Chevrolet)
Kevin Harvick, driver of the #4 Budweiser Chevrolet SS finished 1st, Kasey Kahne, driver of the #5 Great Clips Chevrolet SS finished 37th Saturday, April 12, 2014 in the NASCAR Sprint Cup race at Darlington Raceway in Darlington South Carolina. Harvick  is 22nd, Kahne is 23rd in the NASCAR Sprint Cup Series (NSCS) standings. Teammates Dale Earnhardt, Jr., driver of the #88 National Guard Chevrolet SS finished 2nd and Jimmie Johnson, driver of the #48 Kobalt Tools Chevrolet SS finished 3rd.(Photo Credit: HHP/Christa L. Thomas for Chevrolet)
Kevin Harvick, driver of the #4 Budweiser Chevrolet SS celebrates his win Saturday, April 12, 2014 in the NASCAR Sprint Cup race at Darlington Raceway in Darlington South Carolina. Harvick is 22nd in the NASCAR Sprint Cup Series (NSCS) standings. Teammates Dale Earnhardt, Jr., driver of the #88 National Guard Chevrolet SS finished 2nd and Jimmie Johnson, driver of the #48 Kobalt Tools Chevrolet SS finished 3rd. (Photo Credit: HHP/Tami Kelly-Pope for Chevrolet)
Kevin Harvick, driver of the #4 Budweiser Chevrolet SS celebrates his win Saturday, April 12, 2014 in the NASCAR Sprint Cup race at Darlington Raceway in Darlington South Carolina. Harvick is 22nd in the NASCAR Sprint Cup Series (NSCS) standings. Teammates Dale Earnhardt, Jr., driver of the #88 National Guard Chevrolet SS finished 2nd and Jimmie Johnson, driver of the #48 Kobalt Tools Chevrolet SS finished 3rd. (Photo Credit: HHP/Christa L. Thomas for Chevrolet)
Kevin Harvick, driver of the #4 Budweiser Chevrolet, races during the NASCAR Sprint Cup Series Bojangles` Southern 500 at Darlington Raceway on April 12, 2014 in Darlington, South Carolina. (Photo Credit: NASCAR Via Getty Images)
Kevin Harvick, driver of the #4 Budweiser Chevrolet, celebrates in Victory Lane after winning the NASCAR Sprint Cup Series Bojangles` Southern 500 at Darlington Raceway on April 12, 2014 in Darlington, South Carolina. (Photo Credit: NASCAR Via Getty Images)
Kevin Harvick, driver of the #4 Budweiser Chevrolet, celebrates in Victory Lane after winning the NASCAR Sprint Cup Series Bojangles` Southern 500 at Darlington Raceway on April 12, 2014 in Darlington, South Carolina. (Photo Credit: NASCAR Via Getty Images)
Kevin Harvick, driver of the #4 Budweiser Chevrolet, celebrates with a burnout after winning the NASCAR Sprint Cup Series Bojangles` Southern 500 at Darlington Raceway on April 12, 2014 in Darlington, South Carolina. (Photo Credit: NASCAR Via Getty Images)
Kevin Harvick, driver of the #4 Budweiser Chevrolet, takes the chequered flag to win the NASCAR Sprint Cup Series Bojangles` Southern 500 at Darlington Raceway on April 12, 2014 in Darlington, South Carolina. (Photo Credit: NASCAR Via Getty Images)
The front right tire of the #27 CertainTeed/Menards Chevrolet, driven by Paul Menard, catches fire during the NASCAR Sprint Cup Series Bojangles` Southern 500 at Darlington Raceway on April 12, 2014 in Darlington, South Carolina. (Photo Credit: NASCAR Via Getty Images)
Aric Almirola, driver of the #43 Richard Petty Motorsports Ford, and Ricky Stenhouse Jr. in the #17 Roush Fenway Racing Ford tangle during the NASCAR Sprint Cup Series Bojangles` Southern 500 at Darlington Raceway on April 12, 2014 in Darlington, South Carolina. (Photo Credit: NASCAR Via Getty Images)
Cars race during the NASCAR Sprint Cup Series Bojangles` Southern 500 at Darlington Raceway on April 12, 2014 in Darlington, South Carolina. (Photo Credit: NASCAR Via Getty Images)
Joey Logano, driver of the #22 Shell Pennzoil Ford, and Kevin Harvick, driver of the #4 Budweiser Chevrolet, lead the field to start the NASCAR Sprint Cup Series Bojangles` Southern 500 at Darlington Raceway on April 12, 2014 in Darlington, South Carolina. (Photo Credit: NASCAR Via Getty Images)
Chase Elliott, driver of the #9 NAPA Auto Parts Chevrolet, celebrates with a burnout after winning the NASCAR Nationwide Series VFW Sport Clips Help A Hero 200 at Darlington Raceway on April 11, 2014 in Darlington, South Carolina.  (Photo Credit: NASCAR Via Getty Images)
Chase Elliott, driver of the #9 NAPA Auto Parts Chevrolet, celebrates in Victory Lane after winning the NASCAR Nationwide Series VFW Sport Clips Help A Hero 200 at Darlington Raceway on April 11, 2014 in Darlington, South Carolina. (Photo Credit: NASCAR Via Getty Images)
Chase Elliott, driver of the #9 NAPA Auto Parts Chevrolet, celebrates in Victory Lane after winning the NASCAR Nationwide Series VFW Sport Clips Help A Hero 200 at Darlington Raceway on April 11, 2014 in Darlington, South Carolina. (Photo Credit: NASCAR Via Getty Images)
Kyle Busch, driver of the #54 Monster Energy Toyota, leads the field to start the NASCAR Nationwide Series VFW Sport Clips Help A Hero 200 at Darlington Raceway on April 11, 2014 in Darlington, South Carolina. (Photo Credit: Sean Gardner/Getty Images)

Start the conversation - Add your comment

Please login or register before adding your comments.

Although the administrators and moderators of this website will attempt to keep all objectionable comments off these pages, it is impossible for us to review all messages. All messages express the views of the poster, and neither Crash Media Group nor Crash.Net will be held responsible for the content of any message. We do not vouch for or warrant the accuracy, completeness or usefulness of any message, and are not responsible for the contents of any message. If you find a message objectionable, please contact us and inform us of the problem or use the [report] function next to the offending post. Any message that does not conform with the policy of this service can be edited or removed with immediate effect.




© 1999 - 2014 Crash Media Group

The total or partial reproduction of text, photographs or illustrations is not permitted in any form.