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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 Axalta Chevrolet SS, races to win Sunday, July 27, 2014 the Brickyard 400 Nascar Sprint Cup race at Indianapolis Motor Speedway in Indianapolis, Indiana. Gordon, who leads the NASCAR Sprint Cup Series (NSCS) standings, has won at the Brickyard a record 5 times, the first one in 1994. (Photo by Christa L. Thomas/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, races to win Sunday, July 27, 2014 the Brickyard 400 Nascar Sprint Cup race at Indianapolis Motor Speedway in Indianapolis, Indiana. Gordon, who leads the NASCAR Sprint Cup Series (NSCS) standings, has won at the Brickyard a record 5 times, the first one in 1994. (Photo by Harold Hinson/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, celebrates his win Sunday, July 27, 2014 of the Brickyard 400 Nascar Sprint Cup race at Indianapolis Motor Speedway in Indianapolis, Indiana. Gordon, who leads the NASCAR Sprint Cup Series (NSCS) standings, has won at the Brickyard a record 5 times, the first one in 1994. (Photo by Rusty Jarrett/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, kisses the Brick after his win Sunday, July 27, 2014 of the Brickyard 400 Nascar Sprint Cup race at Indianapolis Motor Speedway in Indianapolis, Indiana. Gordon, who leads the NASCAR Sprint Cup Series (NSCS) standings, has won at the Brickyard a record 5 times, the first one in 1994. (Photo by Rusty Jarrett/HHP for Chevy Racing)
The #24 Axalta Chevrolet crew celebrates in pit lane after driver Jeff Godron`s victory in 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: Matt Sullivan/Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, celebrates in Victory Lane 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: Chris Trotman/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, celebrates 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: Patrick Smith/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, salutes the fans 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: Matt Sullivan/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, takes the chequered flag to win 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)
Jeff Gordon, driver of the #24 Axalta Chevrolet, celebrates with a burnout 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: Patrick Smith/NASCAR via Getty Images)
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)
Jeff Gordon, driver of the #24 Axalta Chevrolet, races 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, 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)
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)
Chase Elliott, drive driver of the #9 NAPA Auto Parts Chevrolet, celebrates in victory lane after winning during the NASCAR Nationwide Series EnjoyIllinios.com 300 at Chicagoland Speedway on July 19, 2014 in Joliet, Illinois. (Photo Credit: Jeff Zelevansky/NASCAR via 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)

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