NASCAR »

NASCAR is Talking to Walmart

Walmart Sponsorship and Licensing Agreement is On the Horizon with NASCAR
Walmart is in deep discussions with NASCAR team and league officials about a wide-ranging deal that has both sponsorship and licensing implications.

Senior-level Walmart executives were guests of NASCAR at the May 22 Sprint All-Star Race in Charlotte and returned this past week to tour race shops and meet more team executives as the mass retailer explores potential partnerships.

While several scenarios are being considered and the talks remain fluid, industry sources say Walmart is discussing the potential of a direct license that would make it NASCAR's exclusive retailer in the mass merchandise space. A direct license would give Walmart the ability to select its suppliers and set prices for certain categories, such as hats and T-shirts.

These negotiations are going on as NASCAR attempts to roll its team and league licensing rights into a trust, which would create a centralized licensing agency for the sport.

Walmart is believed to be exploring sponsorship opportunities with Hendrick Motorsports as well. Hendrick's drivers—Jimmie Johnson, Jeff Gordon, Dale Earnhardt Jr. and Mark Martin—account for close to 75 percent of all licensed sales in the sport, industry analysts say, making it a logical team for Walmart to sponsor.

Landing Walmart, the world's largest retailer, as part of an exclusive mass merchandise deal would be a significant coup for any sports property, especially if it entails a NASCAR store-within-a-store concept.

This sort of hybrid sponsorship/licensing deal is also at the forefront of large deals of recent note, like the recent NFL/Verizon arrangement, which bundled content and sponsorship rights.

Most retailers, particularly Walmart, are loath to spend on sponsorships, so these deals, if completed, could generate major ripples across the industry.

“This should create a feeding frenzy among teams and leagues,” said Darren Marshall, senior vice president of research at sports marketing agency rEvolution. Marshall also suggested that the NFL, in the throes of designing a new licensing program, and the U.S. Olympic Committee would be likely targets if Walmart looks to expand its sports licensing base.




Related Pictures

Click on relevant pic to enlarge
WalMart Business Story
Joey Logano, driver of the #22 AutoTrader.com Ford, and Morgan Shepherd, driver of the #33 Little Joe`s Autos Chevrolet, 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: Jared C. Tilton/Getty Images)
Brad Keselowski, driver of the #2 Redds Ford, celebrates in victory lane after winning 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: Jonathan Ferrey/Getty Images)
Brad Keselowski, driver of the #2 Redds Ford, celebrates in victory lane after winning 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: Matt Sullivan/NASCAR via Getty Images)
Brad Keselowski, driver of the #2 Redds Ford, takes the chequered flag to win 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: Brian Lawdermilk/NASCAR via Getty Images)
Brad Keselowski, driver of the #2 Redds Ford, celebrates with a burnout after winning 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: Brian Lawdermilk/NASCAR via Getty Images)
A view of the track 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: Chris Trotman/Getty Images)
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)
Aric Almirola (R), driver of the #43 Charter Ford, inspects his car after crashing during practice for the NASCAR Sprint Cup Series Camping World RV Sales 301 at New Hampshire Motor Speedway on July 12, 2014 in Loudon, New Hampshire.  (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Erik Jones, driver of the #51 Kyle Busch Motorsports Camping World Truck Series car (Photo Credit: NASCAR)
Erik Jones, driver of the #51 Kyle Busch Motorsports Camping World Truck Series car (Photo Credit: NASCAR)
Erik Jones in action in the #51 Kyle Busch Motorsports Camping World Truck Series car (Photo Credit: NASCAR Via Getty Images)
Jamie McMurray, driver of the #1 McDonald`s Chevrolet SS, qualifies fifth 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)
Tony Stewart, driver of the #14 Mobil 1 Chevrolet SS, qualifies fourth 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)
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)
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 Alan Marler/HHP for Chevy Racing)
 
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)
 
Tony Stewart, driver of the #14 Mobil 1 Chevrolet SS, qualifies fourth 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)
 
Jamie McMurray, driver of the #1 McDonald`s Chevrolet SS, qualifies fifth 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)

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.