NASCAR »

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.




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.