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
Brad Keselowski, driver of the #2 Redd`s Wicked Apple Ale Ford, celebrates in victory lane after winning during the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Jonathan Ferrey/NASCAR via Getty Images)
Brad Keselowski, driver of the #2 Redd`s Wicked Apple Ale Ford, takes the chequered flag to win the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Sean Gardner/NASCAR via Getty Images)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet, talks with the media following the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Mike Ehrmann/NASCAR via Getty Images)
Ryan Newman, driver of the #31 Caterpillar Chevrolet SS finished in 5th position and Kasey Kahne, driver of the #5 Farmer`s Insurance Chevrolet SS finished in 12th position Sunday, October 19, 2014 in the final Contender 12 NASCAR Sprint Cup race at Talladega Superspeedway in Talladega, Alabama. Newman, who was in the Chase, advances to the Eliminator 8 phase of the Chase which begins next week at Martinsville Speedway in Ridgeway, Virginia. Kahne, who was also in the Chase, did not advance. (Photo by Alan Marler/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS finished in 26th position and Austin Dillon, driver of the #3 Dow Chevrolet SS finished in 13th position Sunday, October 19, 2014 in the final Contender 12 NASCAR Sprint Cup race at Talladega Superspeedway in Talladega, Alabama. Gordon, who was in the Chase, advances to the Eliminator 8 phase of the Chase which begins next week at Martinsville Speedway in Ridgeway, Virginia. (Photo by Alan Marler/HHP for Chevy Racing)
Kevin Harvick, driver of the #4 Budweiser Chevrolet SS finished in 9th position Sunday, October 19, 2014 in the final Contender 12 NASCAR Sprint Cup race at Talladega Superspeedway in Talladega, Alabama. Harvick, who was in the Chase, advances to the Eliminator 8 phase of the Chase which begins next week at Martinsville Speedway in Ridgeway, Virginia. (Photo by Harold Hinson/HHP for Chevy Racing)
Aric Almirola, driver of the #43 Smithfield Ford, and Kyle Busch, driver of the #18 M&M`s Halloween Toyota, are involved in an on track incident during the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Matt Sullivan/NASCAR via Getty Images)
Joey Logano, driver of the #22 Shell Pennzoil Ford, and Jamie McMurray, driver of the #1 Cessna Chevrolet, spin out into the grass during the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Jared C. Tilton/NASCAR via Getty Images)
The crew of Brad Keselowski, driver of the #2 Redd`s Wicked Apple Ale Ford, celebrates after winning the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Jerry Markland/NASCAR via Getty Images)
Brad Keselowski, driver of the #2 Redd`s Wicked Apple Ale Ford, celebrates in Victory Lane after winning the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Jerry Markland/NASCAR via Getty Images)
Crew members work on the Kyle Busch, driver of the #18 M&M`s Halloween Toyota, in the garage area during the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Jonathan Ferrey/NASCAR via Getty Images)
Brad Keselowski, driver of the #2 Redd`s Wicked Apple Ale Ford, leads the field near the end of the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama.  (Photo Credit: Jared C. Tilton/NASCAR via Getty Images)
Brad Keselowski, driver of the #2 Redd`s Wicked Apple Ale Ford, races Ryan Newman, driver of the #31 Caterpillar Chevrolet, during the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Brad Keselowski, driver of the #2 Redd`s Wicked Apple Ale Ford, celebrates with an American flag after winning during the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Brad Keselowski, driver of the #2 Redd`s Wicked Apple Ale Ford, celebrates with a burnout after winning the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama.  (Photo Credit: Jared C. Tilton/NASCAR via Getty Images)
Kevin Harvick, driver of the #4 Budweiser Chevrolet, and Dale Earnhardt Jr., driver of the #88 Diet Mountain Dew Chevrolet, lead a pack of cars during the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Sean Gardner/NASCAR via Getty Images)
Kevin Harvick, driver of the #4 Budweiser Chevrolet SS qualified for 39th position Saturday, October 18, 2014 for Sunday`s Contender 12 NASCAR Sprint Cup race at Talladega Superspeedway in Talladega, Alabama. Harvick, who is in the Chase, is 3rd in the NASCAR Sprint Cup Series (NSCS) standings. Sunday is the final round of the Contender 12 phase of the race. (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.