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
Kevin Harvick, driver of the #4 Budweiser Chevrolet, celebrates with a burnout after winning the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 16, 2014 in Homestead, Florida. (Photo Credit: Chris Trotman/Getty Images for NASCAR)
Kevin Harvick, driver of the #4 Budweiser Chevrolet, and Ryan Newman, driver of the #31 Caterpillar Chevrolet, lead a pack of cars during the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 16, 2014 in Homestead, Florida.  (Photo Credit: Patrick Smith/Getty Images)
Denny Hamlin, driver of the #11 FedEx Express Toyota, practices for the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 14, 2014 in Homestead, Florida.  (Photo Credit: Todd Warshaw/NASCAR via Getty Images)
Kevin Harvick, driver of the #4 Budweiser Chevrolet, passes Denny Hamlin, driver of the #11 FedEx Express Toyota, to take the lead and win the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 16, 2014 in Homestead, Florida. (Photo Credit: Patrick Smith/Getty Images)
Joey Logano, driver of the #22 Shell-Pennzoil Ford, pits during the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 16, 2014 in Homestead, Florida. (Photo Credit: Jerry Markland/Getty Images)
Kevin Harvick, driver of the #4 Budweiser Chevrolet, and team owner Tony Stewart celebrate winning in Victory Lane after the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 16, 2014 in Homestead, Florida. (Photo Credit: Todd Warshaw/Getty Images for NASCAR)
Kevin Harvick, driver of the #4 Budweiser Chevrolet, celebrates with his wife DeLana and son Keelan in victory lane after winning during the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 16, 2014 in Homestead, Florida. (Photo Credit: Patrick Smith/Getty Images)
Kevin Harvick, driver of the #4 Budweiser Chevrolet, celebrates with the trophy in Victory Lane after winning the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 16, 2014 in Homestead, Florida. (Photo Credit: Sean Gardner/Getty Images)
Marcos Ambrose, driver of the #9 Stanley Ford, poses with his team before his last race, the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 16, 2014 in Homestead, Florida.  (Photo Credit: Jerry Markland/Getty Images)
Kevin Harvick, driver of the #4 Budweiser Chevrolet SS, celebrates his victory and the 2014 NASCAR Sprint Cup Series Championship Sunday, November 16, 2014 winning the final NASCAR Sprint Cup race of the season at Homestead-Miami Speedway in Homestead, Florida. Ryan Newman, driver of the #31 Caterpillar Chevrolet SS finishes 2nd. (Photo by Harold Hinson/HHP for Chevy Racing)
Kevin Harvick, driver of the #4 Budweiser Chevrolet SS, celebrates his victory and the 2014 NASCAR Sprint Cup Series Championship Sunday, November 16, 2014 winning the final NASCAR Sprint Cup race of the season at Homestead-Miami Speedway in Homestead, Florida. Ryan Newman, driver of the #31 Caterpillar Chevrolet SS finishes 2nd. (Photo by Harold Hinson/HHP for Chevy Racing)
Kevin Harvick, driver of the #4 Budweiser Chevrolet SS, celebrates his victory and the 2014 NASCAR Sprint Cup Series Championship Sunday, November 16, 2014 winning the final NASCAR Sprint Cup race of the season at Homestead-Miami Speedway in Homestead, Florida. Ryan Newman, driver of the #31 Caterpillar Chevrolet SS finishes 2nd. (Photo by Harold Hinson/HHP for Chevy Racing)
Kevin Harvick, driver of the #4 Budweiser Chevrolet SS, celebrates his victory and the 2014 NASCAR Sprint Cup Series Championship Sunday, November 16, 2014 winning the final NASCAR Sprint Cup race of the season at Homestead-Miami Speedway in Homestead, Florida. Ryan Newman, driver of the #31 Caterpillar Chevrolet SS finishes 2nd. (Photo by Christa L Thomas/HHP for Chevy Racing)
Kevin Harvick, driver of the #4 Budweiser Chevrolet SS, celebrates his victory and the 2014 NASCAR Sprint Cup Series Championship Sunday, November 16, 2014 winning the final NASCAR Sprint Cup race of the season at Homestead-Miami Speedway in Homestead, Florida. Ryan Newman, driver of the #31 Caterpillar Chevrolet SS finishes 2nd. (Photo by Garry Eller/HHP for Chevy Racing)
Kevin Harvick, driver of the #4 Budweiser Chevrolet, leads Jeff Gordon, driver of the #24 Drive To End Hunger Chevrolet, during the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 16, 2014 in Homestead, Florida.  (Photo Credit: Sean Gardner/Getty Images)
Kevin Harvick, driver of the #4 Budweiser Chevrolet, celebrates in Victory Lane after winning the NASCAR Sprint Cup Series Ford EcoBoost 400 and the NASCAR Sprint Cup Series Championship at Homestead-Miami Speedway on November 16, 2014 in Homestead, Florida. (Photo Credit: Chris Graythen/Getty Images)
Kevin Harvick, driver of the #4 Budweiser Chevrolet, celebrates in victory lane after winning the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 16, 2014 in Homestead, Florida.  (Photo Credit: Chris Graythen/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.