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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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Dale Earnhardt, Jr., driver of the #88 National Guard Chevrolet SS finished 2nd, Jeff Gordon, driver of the #24 Drive To End Hunger Chevrolet SS finished 7th Saturday, April 12, 2014 in the NASCAR Sprint Cup race at Darlington Raceway in Darlington South Carolina. Earnhardt Jr. is 4th, Gordon is 1st in the NASCAR Sprint Cup Series (NSCS) standings. Teammate Kevin Harvick, driver of the #4 Budweiser Chevrolet SS won. (Photo Credit: HHP/Alan Marler for Chevrolet)
Kevin Harvick, driver of the #4 Budweiser Chevrolet SS finished 1st, Kasey Kahne, driver of the #5 Great Clips Chevrolet SS finished 37th Saturday, April 12, 2014 in the NASCAR Sprint Cup race at Darlington Raceway in Darlington South Carolina. Harvick  is 22nd, Kahne is 23rd in the NASCAR Sprint Cup Series (NSCS) standings. Teammates Dale Earnhardt, Jr., driver of the #88 National Guard Chevrolet SS finished 2nd and Jimmie Johnson, driver of the #48 Kobalt Tools Chevrolet SS finished 3rd.(Photo Credit: HHP/Christa L. Thomas for Chevrolet)
Kevin Harvick, driver of the #4 Budweiser Chevrolet SS celebrates his win Saturday, April 12, 2014 in the NASCAR Sprint Cup race at Darlington Raceway in Darlington South Carolina. Harvick is 22nd in the NASCAR Sprint Cup Series (NSCS) standings. Teammates Dale Earnhardt, Jr., driver of the #88 National Guard Chevrolet SS finished 2nd and Jimmie Johnson, driver of the #48 Kobalt Tools Chevrolet SS finished 3rd. (Photo Credit: HHP/Tami Kelly-Pope for Chevrolet)
Kevin Harvick, driver of the #4 Budweiser Chevrolet SS celebrates his win Saturday, April 12, 2014 in the NASCAR Sprint Cup race at Darlington Raceway in Darlington South Carolina. Harvick is 22nd in the NASCAR Sprint Cup Series (NSCS) standings. Teammates Dale Earnhardt, Jr., driver of the #88 National Guard Chevrolet SS finished 2nd and Jimmie Johnson, driver of the #48 Kobalt Tools Chevrolet SS finished 3rd. (Photo Credit: HHP/Christa L. Thomas for Chevrolet)
Kevin Harvick, driver of the #4 Budweiser Chevrolet, races during the NASCAR Sprint Cup Series Bojangles` Southern 500 at Darlington Raceway on April 12, 2014 in Darlington, South Carolina. (Photo Credit: NASCAR Via Getty Images)
Kevin Harvick, driver of the #4 Budweiser Chevrolet, celebrates in Victory Lane after winning the NASCAR Sprint Cup Series Bojangles` Southern 500 at Darlington Raceway on April 12, 2014 in Darlington, South Carolina. (Photo Credit: NASCAR Via Getty Images)
Kevin Harvick, driver of the #4 Budweiser Chevrolet, celebrates in Victory Lane after winning the NASCAR Sprint Cup Series Bojangles` Southern 500 at Darlington Raceway on April 12, 2014 in Darlington, South Carolina. (Photo Credit: NASCAR Via Getty Images)
Kevin Harvick, driver of the #4 Budweiser Chevrolet, celebrates with a burnout after winning the NASCAR Sprint Cup Series Bojangles` Southern 500 at Darlington Raceway on April 12, 2014 in Darlington, South Carolina. (Photo Credit: NASCAR Via Getty Images)
Kevin Harvick, driver of the #4 Budweiser Chevrolet, takes the chequered flag to win the NASCAR Sprint Cup Series Bojangles` Southern 500 at Darlington Raceway on April 12, 2014 in Darlington, South Carolina. (Photo Credit: NASCAR Via Getty Images)
The front right tire of the #27 CertainTeed/Menards Chevrolet, driven by Paul Menard, catches fire during the NASCAR Sprint Cup Series Bojangles` Southern 500 at Darlington Raceway on April 12, 2014 in Darlington, South Carolina. (Photo Credit: NASCAR Via Getty Images)
Aric Almirola, driver of the #43 Richard Petty Motorsports Ford, and Ricky Stenhouse Jr. in the #17 Roush Fenway Racing Ford tangle during the NASCAR Sprint Cup Series Bojangles` Southern 500 at Darlington Raceway on April 12, 2014 in Darlington, South Carolina. (Photo Credit: NASCAR Via Getty Images)
Cars race during the NASCAR Sprint Cup Series Bojangles` Southern 500 at Darlington Raceway on April 12, 2014 in Darlington, South Carolina. (Photo Credit: NASCAR Via Getty Images)
Joey Logano, driver of the #22 Shell Pennzoil Ford, and Kevin Harvick, driver of the #4 Budweiser Chevrolet, lead the field to start the NASCAR Sprint Cup Series Bojangles` Southern 500 at Darlington Raceway on April 12, 2014 in Darlington, South Carolina. (Photo Credit: NASCAR Via Getty Images)
Kevin Harvick, driver of the #4 Budweiser Chevrolet SS won the Pole position Friday, April 11, 2014 for Saturday`s NASCAR Sprint Cup race at Darlington Raceway in Darlington South Carolina. Harvick is 26th in the NASCAR Sprint Cup Series (NSCS) standings. (Photo Credit: HHP/Tami Kelly-Pope for Chevrolet)
Joey Logano, driver of the #22 Shell-Pennzoil/Hertz Ford, celebrates in Victory Lane after winning the NASCAR Sprint Cup Series Duck Commander 500 at Texas Motor Speedway on April 7, 2014 in Fort Worth, Texas. (Photo Credit: Sean Gardner/NASCAR via Getty Images)
Joey Logano, driver of the #22 Shell-Pennzoil/Hertz Ford, celebrates in Victory Lane after winning the NASCAR Sprint Cup Series Duck Commander 500 at Texas Motor Speedway on April 7, 2014 in Fort Worth, Texas.  (Photo Credit: Chris Graythen/Getty Images for Texas Motor Speedway)
Joey Logano, driver of the #22 Shell-Pennzoil/Hertz Ford, races to the checkered flag to win the NASCAR Sprint Cup Series Duck Commander 500 at Texas Motor Speedway on April 7, 2014 in Fort Worth, Texas. (Photo Credit: Jared C. Tilton/Getty Images)

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