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Seeking new direction, Gordon changes marketing agency

Jeff Gordon to end a ten year relationship with IMG
With an eye toward his future, Jeff Gordon is leaving IMG to chart a new course with Just Marketing International, a motorsports marketing agency in Indianapolis that has not been in the driver representation business before.

Gordon had spent more than ten years with IMG, and during most of that time he was the only NASCAR driver in the agency's talent stable. But as Gordon, 38, approaches the twilight of his driving career, he's looking for a deeper selection of business opportunities within motorsports that extend beyond endorsements.

“I think Jeff is past the point of looking for the traditional deal that gets you a patch on his sleeve,” said John Bickford, Gordon's stepfather, chief business adviser and general manager of Jeff Gordon Inc. “What we're looking for is more integrated business opportunities that will position Jeff post-racing.”

Those opportunities could involve racetrack design, team ownership or other business ventures inside motorsports, Bickford said. Gordon is currently working with a developer in Canada to build a Gordon-signature track that he designed.

“To think about going into a project with the marketing support of JMI behind you, it became crystal clear that this was the direction to go,” Bickford said.

Among the endorsement deals that IMG struck on behalf of Gordon were Tag Heuer watches, Foster Grant sunglasses and Halston Z-14 cologne, the type of lifestyle plays that were good fits when Gordon was at the peak of his driving career. He was represented at the agency by Alan Zucker.

Gordon's #24 sponsors at Hendrick Motorsports include long-time partner DuPont, National Guard, Pepsi and Chevrolet. Those sponsorship arrangements are separate from the personal endorsement deals signed by IMG, which did not sell team sponsorships for Hendrick.

“Jeff was a celebrity client for over ten years, and we had a great relationship,” IMG spokesman Jim Gallagher said. “It was a parting on good terms.”

IMG loses Gordon after a year of growth in its motorsports division. It added a sales and marketing relationship with Joe Gibbs Racing and representation of Danica Patrick as she moved into NASCAR.




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Jeff Gordon is beginning to plan for life after his Sprint Cup racing career. (Todd Warshaw/Getty Images for NASCAR)
Jeff Gordon, driver of the #24 Drive To End Hunger Chevrolet SS, qualified for second position Friday, August 22, 2014 for Saturday evening`s Nascar Sprint Cup race at Bristol Motor Speedway in Bristol, Tennessee. Gordon leads the NASCAR Sprint Cup Series (NSCS) standings. (Photo by Harold Hinson/HHP for Chevy Racing)
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)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, celebrates with a burnout after winning the Pure Michigan 400 NASCAR Sprint Cup race Sunday, August 17, 2014 at Michigan International Speedway in Brooklyn, Michigan. This was Gordon`s third win of the season. (Photo by Garry Eller/HHP for Chevy Racing)
With General Motors CEO Mary Barra, Jeff Gordon, driver of the #24 Axalta Chevrolet SS, holds the Michigan Heritage Trophy after winning the Pure Michigan 400 NASCAR Sprint Cup race Sunday, August 17, 2014 at Michigan International Speedway in Brooklyn, Michigan. This was Gordon`s third win of the season. In 2013, MIS began awarding the Michigan Heritage Trophy as a recognition and celebration of the automobile and it`s importance to the race track and the manufacturers competing in NASCAR. (Photo by Harold Hinson/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, celebrates with his crew after winning the Pure Michigan 400 NASCAR Sprint Cup race Sunday, August 17, 2014 at Michigan International Speedway in Brooklyn, Michigan. This was Gordon`s third win of the season. (Photo by Harold Hinson/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet, celebrates in Victory Lane after winning the NASCAR Sprint Cup Series Pure Michigan 400 at Michigan International Speedway on August 17, 2014 in Brooklyn, Michigan.  (Photo Credit: Jerry Markland/Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, takes the chequered flag to win the NASCAR Sprint Cup Series Pure Michigan 400 at Michigan International Speedway on August 17, 2014 in Brooklyn, Michigan.  (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, celebrates with a burnout after winning the NASCAR Sprint Cup Series Pure Michigan 400 at Michigan International Speedway on August 17, 2014 in Brooklyn, Michigan.  (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, and Joey Logano, driver of the #22 Shell-Pennzoil Ford, lead the field to start the NASCAR Sprint Cup Series Pure Michigan 400 at Michigan International Speedway on August 17, 2014 in Brooklyn, Michigan.  (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Joey Logano, driver of the #22 Shell-Pennzoil Ford, races Jeff Gordon, driver of the #24 Axalta Chevrolet, during the NASCAR Sprint Cup Series Pure Michigan 400 at Michigan International Speedway on August 17, 2014 in Brooklyn, Michigan. (Photo Credit: Jerry Markland/Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, captured the pole position Friday, August 15, 2014 for Sunday`s Pure Michigan NASCAR Sprint Cup 400 race at Michigan International Speedway in Brooklyn, Michigan. The was Gordon`s second pole position this season. He set a new track record in the final round of qualifying with a lap of 206.558 mph. Gordon is second in the NASCAR Sprint Cup Series (NSCS) standings. (Photo by Harold Hinson/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, celebrates capturing the pole position Friday, August 15, 2014 for Sunday`s Pure Michigan 400 NASCAR Sprint Cup race at Michigan International Speedway in Brooklyn, Michigan. The was Gordon`s second pole position this season. He set a new track record in the final round of qualifying with a lap of 206.558 mph. Gordon is second in the NASCAR Sprint Cup Series (NSCS) standings. (Photo by Harold Hinson/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet, celebrates with the Coors Light Pole Award after qualifying for the NASCAR Sprint Cup Series Pure Michigan 400 at Michigan International Speedway on August 15, 2014 in Brooklyn, Michigan.  (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, qualifies for the NASCAR Sprint Cup Series Pure Michigan 400 at Michigan International Speedway on August 15, 2014 in Brooklyn, Michigan.  (Photo Credit: Jeff Curry/Getty Images)
AJ Allmendinger and Marcos Ambrose lead the field to a restart at Watkins Glen International on Sunday, August 10 2014. (Photo Credit: Jeff Zelevansky/Getty Images)
AJ Allmendinger celebrates with a burnout after winning at Watkins Glen International on Sunday, August 10 2014. (Photo Credit: Jeff Zelevansky/Getty Images)
Jeff Gordon and Marcos Ambrose lead the field at Watkins Glen International on Sunday, August 10 2014. (Photo Credit: Chris Graythen/NASCAR via Getty Images)

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