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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)
Brad Keselowski, driver of the #2 Miller Lite Ford, takes the chequered flag to win the NASCAR Sprint Cup Series MyAFibStory.com 400 at Chicagoland Speedway on September 14, 2014 in Joliet, Illinois.  (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Cars race during the NASCAR Sprint Cup Series MyAFibStory.com 400 at Chicagoland Speedway on September 14, 2014 in Joliet, Illinois. (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Kyle Busch, driver of the #18 M&M`s Toyota, leads Jeff Gordon, driver of the #24 Drive To End Hunger Chevrolet, and Kyle Larson, driver of the #42 Target Chevrolet, during the NASCAR Sprint Cup Series MyAFibStory.com 400 at Chicagoland Speedway on September 14, 2014 in Joliet, Illinois.  (Photo Credit: Nick Laham/Getty Images)
Kyle Busch, driver of the #18 M&M`s Toyota, leads the field past the green flag to start the NASCAR Sprint Cup Series MyAFibStory.com 400 at Chicagoland Speedway on September 14, 2014 in Joliet, Illinois. (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Johnny Sauter, driver of the #98 Nextant/Curb Records Toyota, leads the field through the green flag to start the NASCAR Camping World Truck Series Lucas Oil 225 at Chicagoland Speedway on September 13, 2014 in Joliet, Illinois.  (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Kyle Busch, driver of the #51 Dollar General Toyota, crosses the finishline to win the NASCAR Camping World Truck Series Lucas Oil 225 at Chicagoland Speedway on September 13, 2014 in Joliet, Illinois. (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Kyle Busch, driver of the #51 Dollar General Toyota, celebrates with a burnout after winning the NASCAR Camping World Truck Series Lucas Oil 225 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, 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)
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)
The 16 drivers of the NASCAR Chase for the Sprint Cup are photographed at NASCAR Chase Media Day, September 11, 2014 in Chicago, Illinois. (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
The 16 drivers of the NASCAR Chase for the Sprint Cup are photographed at NASCAR Chase Media Day, September 11, 2014 in Chicago, Illinois. (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Darrell Wallace Jr., driver of the #54 ToyotaCare Toyota, sits on the grid under an umbrella prior to qualifying for the NASCAR Camping World Truck Series Lucas Oil 225 at Chicagoland Speedway on September 12, 2014 in Joliet, Illinois.  (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Kyle Busch, driver of the #18 M&M`s Toyota, practices for the NASCAR Sprint Cup Series MyAFibStory.com 400 at Chicagoland Speedway on September 12, 2014 in Joliet, Illinois.  (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
(Back Row L-R) Jeff Gordon, driver of the #24 Drive to End Hunger Chevrolet, Denny Hamlin, driver of the #11 FedEx Express Toyota, Kyle Busch, driver of the #18 M&M`s Toyota, Carl Edwards, driver of the #99 Kelloggs/Frosted Flakes Ford, Ryan Newman, driver of the #31 Catepillar Chevrolet, Joey Logano, driver of the #22 Shell-Pennzoil Ford, Kurt Busch, driver of the #41 Haas Automation Chevrolet, Matt Kenseth, driver of the #20 Dollar General Toyota, Aric Almirola, driver of the #43 Gwaltney Ford, (Front Row L- R) Brad Keselowski, driver of the #2 Miller Lite Ford, Greg Biffle, driver of the #16 3M Call Before You Dig Ford, AJ Allmendinger, driver of the #47 Bush`s Beans Chevrolet, Kasey Kahne, driver of the #5 Farmers Insurance Chevrolet, Dale Earnhardt Jr., driver of the #88 Nationwide Insurance Chevrolet, and Kasey Kahne, driver of the #5 Farmers Insurance Chevrolet, pose with the Sprint Cup Trophy after qualifying for the Chase for the Sprint Cup during the NASCAR Sprint Cup Series (Photo Credit: Jared Wickerham/Getty Images)
(Back Row L - R) Jeff Gordon, driver of the #24 Drive to End Hunger Chevrolet, Kyle Busch, driver of the #18 M&M`s Toyota, Carl Edwards, driver of the #99 Kelloggs/Frosted Flakes Ford, Ryan Newman, driver of the #31 Catepillar Chevrolet, Miss Sprint Cup Madison Martin, Miss Sprint Cup Kim Coon, Dale Earnhardt Jr., driver of the #88 Nationwide Insurance Chevrolet, Matt Kenseth, driver of the #20 Dollar General Toyota, Aric Almirola, driver of the #43 Gwaltney Ford, (Front Row L- R) Brad Keselowski, driver of the #2 Miller Lite Ford, Denny Hamlin, driver of the #11 FedEx Express Toyota, Greg Biffle, driver of the #16 3M Call Before You Dig Ford, AJ Allmendinger, driver of the #47 Bush`s Beans Chevrolet, Kasey Kahne, driver of the #5 Farmers Insurance Chevrolet, Joey Logano, driver of the #22 Shell-Pennzoil Ford, Kurt Busch, driver of the #41 Haas Automation Chevrolet, and Kevin Harvick, driver of the #4 Budweiser Chevrolet, pose with the Sprint Cup Trophy after qualifying for the Chase  (Photo Credit: Chris Graythen/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Drive to End Hunger Chevrolet, races Casey Mears, driver of the #13 GEICO Chevrolet, during the NASCAR Sprint Cup Series Federated Auto Parts 400 at Richmond International Raceway on September 6, 2014 in Richmond, Virginia.  (Photo Credit: Brian Lawdermilk/Getty Images)
Brad Keselowski, driver of the #2 Miller Lite Ford, and Jeff Gordon, driver of the #24 Drive to End Hunger Chevrolet, lead the field to the green flag to start the NASCAR Sprint Cup Series Federated Auto Parts 400 at Richmond International Raceway on September 6, 2014 in Richmond, Virginia.  (Photo Credit: Chris Graythen/NASCAR via Getty Images)

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