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NASCAR is Talking to Walmart

When the trust is formed, NASCAR teams and drivers will have the ability to opt in or out of specific programs. Target, for one, sponsors Chip Ganassi Racing's NASCAR and IndyCar teams, but it's uncertain how it might react to Walmart's moves.

It's a smart play because the Walmart/NASCAR audiences have a lot of overlap,” said David Schreff, CEO of Bedare Sports and Entertainment, Greenwich, Conn., and the former president of the NBA's media and marketing group. “As long as there is some guaranteed NASCAR media and guaranteed in-store promo and product placement, it's a bold, acquisitive move.”

Before Walmart and NASCAR can move down the aisle together, NASCAR must finalize its trust, which will be a centralized licensing agency representing team, driver and league marks. In the past, each team managed its licensing rights, and licensees were required to do a different deal for each driver it wanted. Five licenses often meant five separate negotiations.

Under the new NASCAR trust, which is believed to be in the final stages of the approval process, team licensing rights would be managed by the trust, and licensees would enjoy the first case of one-stop shopping in NASCAR.

Paul Brooks, NASCAR's senior vice president, and Blake Davidson, NASCAR's managing director, licensed products, have been moderating the licensing talks with the teams.

Walmart is also thought to be considering a sponsorship arrangement with a team or multiple teams, with Hendrick Motorsports in the middle of those discussions. It's unclear, though, if the mass retailer will settle on one car for a chunk of the season, sponsor multiple cars for a few races each, or perhaps put together several driver deals into a marketing platform, a la the Gillette Young Guns or the Coca-Cola family of drivers.

One scenario, according to sources, has Walmart sponsoring Gordon's No. 24 Chevrolet for half of the season or more, as primary sponsor DuPont looks to scale back its spending. DuPont's current primary sponsorship on the No. 24 car ends this season, and while the longtime sponsor is expected to remain in some form, it's uncertain whether DuPont will remain the primary.

Other industry insiders say it's unlikely Walmart would sponsor a single driver because the retailer will potentially have licensing arrangements across a variety of drivers.

All options are believed to be on the table. Walmart's agency of record is The Marketing Arm, which has its Millsport outlet in Charlotte that focuses on motorsports.

While Walmart has long been a primary outlet for NASCAR licensed goods, the store began giving thought to a deeper relationship earlier this year.




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Jimmie Johnson, driver of the #48 Lowe’s Chevrolet SS, holds his daughter, Lydia Sunday, November 22, 2015 before final race of the 2015 NASCAR Sprint Cup Series season at Homestead-Miami Speedway in Homestead, Florida. Johnson and other Jeff Gordon teammates at Hendrick Motorsports wore tribute hats to honor the retiring Chevy driver prior to the start of the race. (Photo by Alan Marler/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, races to a sixth place finish Sunday, November 22, 2015 in the final race of the 2015 NASCAR Sprint Cup Series season at Homestead-Miami Speedway in Homestead, Florida. Gordon finishes third in the Chase for the Cup Championship. This was Gordon`s last race as a NASCAR Sprint Cup driver. He has made 796 consecutive Cup Series starts, earned 93 wins, and 81 poles - all behind the wheel of Chevrolets. (Photo by Andrew Coppley/HHP for Chevy Racing)
Defending Sprint Cup Champion Kevin Harvick, driver of the #4 Budweiser/Jimmy John’s Chevrolet SS, races to a second place finish, Sunday, November 22, 2015 in the final race of the 2015 NASCAR Sprint Cup Series season at Homestead-Miami Speedway in Homestead, Florida. Harvick finishes as the runner-up in the NASCAR Sprint Cup Championship. (Photo by Andrew Coppley/HHP for Chevy Racing)
Defending Sprint Cup Champion Kevin Harvick, driver of the #4 Budweiser/Jimmy John’s Chevrolet SS, races to a second place finish, Jeff Gordon, driver of the #24 Axalta Chevrolet SS finishes in sixth place, and Martin Truex, Jr., driver of the #78 Furniture Row/Visser Precision finishes in twelfth place Sunday, November 22, 2015 in the final race of the 2015 NASCAR Sprint Cup Series season at Homestead-Miami Speedway in Homestead, Florida. This Chevrolet drivers finished 2nd, 3rd and 4th (respectively) in the Chase of the Cup Championship. (Photo by Harold Hinson/HHP for Chevy Racing)
Series championship contenders Jeff Gordon, driver of the #24 AXALTA Chevrolet, Kevin Harvick, driver of the #4 Budweiser/Jimmy John`s Chevrolet, Martin Truex Jr., driver of the #78 Furniture Row/Denver Mattress Chevrolet, and Kyle Busch, driver of the #18 M&M`s Crispy Toyota, take part in pre-race ceremonies for the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 22, 2015 in Homestead, Florida.  (Photo Credit: Chris Trotman/NASCAR via Getty Images)
Former racing driver Mario Andretti, Jeff Gordon, driver of the #24 AXALTA Chevrolet, and Formula One World Champion Lewis Hamilton pose during pre-race ceremonies for the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 22, 2015 in Homestead, Florida.  (Photo Credit: Jared C. Tilton/Getty Images)
Joey Logano, driver of the #22 Shell Pennzoil Ford, and Kyle Busch, driver of the #18 M&M`s Crispy Toyota, race during the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 22, 2015 in Homestead, Florida (Photo Credit: Chris Trotman/Getty Images)
Jeff Gordon, driver of the #24 AXALTA Chevrolet, pits during the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 22, 2015 in Homestead, Florida. (Photo Credit: Jared C. Tilton/Getty Images)
A general view as cars pit during the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 22, 2015 in Homestead, Florida. (Photo Credit: Robert Laberge/NASCAR via Getty Images)
Kevin Harvick, driver of the #4 Budweiser/Jimmy John`s Chevrolet, Kyle Busch, driver of the #18 M&M`s Crispy Toyota, Jeff Gordon, driver of the #24 AXALTA Chevrolet, and Martin Truex Jr., driver of the #78 Furniture Row/Denver Mattress Chevrolet, race during the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 22, 2015 in Homestead, Florida. (Photo Credit: Chris Trotman/NASCAR via Getty Images)
Kyle Busch, driver of the #18 M&M`s Crispy Toyota, crosses the finish line to win the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 22, 2015 in Homestead, Florida.  (Photo Credit: Jonathan Ferrey/NASCAR via Getty Images)
Kyle Busch, driver of the #18 M&M`s Crispy Toyota, celebrates winning the series championship and the race with a burnout after the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 22, 2015 in Homestead, Florida. (Photo Credit: Chris Graythen/Getty Images)
Kyle Busch, driver of the #18 M&M`s Crispy Toyota, celebrates winning the series championship and the race in Victory Lane after the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 22, 2015 in Homestead, Florida. (Photo Credit: Sean Gardner/NASCAR via Getty Images)
Kyle Busch, driver of the #18 M&M`s Crispy Toyota, celebrates winning the series championship and the race with his team after the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 22, 2015 in Homestead, Florida. (Photo Credit: Chris Trotman/NASCAR via Getty Images)
Kyle Busch, driver of the #18 M&M`s Crispy Toyota, celebrates with the trophy in Victory Lane after winning the series championship and the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 22, 2015 in Homestead, Florida. (Photo Credit: Chris Graythen/Getty Images)
Kyle Larson, driver of the #42 Target Plaid Chevrolet, practices for the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 21, 2015 in Homestead, Florida. (Photo Credit: Jonathan Ferrey/NASCAR via Getty Images)
Joey Logano, driver of the #22 Shell Pennzoil Ford, drives through the garage area during practice for the NASCAR Sprint Cup Series Ford EcoBoost 400 at Homestead-Miami Speedway on November 21, 2015 in Homestead, Florida. (Photo Credit: Jared C. Tilton/Getty Images)

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