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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 stops in the pits on his way to his win Sunday, March 1, 2015 in the NASCAR Sprint Cup race at Atlanta Motor Speedway in Hampton, Georgia. (Photo by Rusty Jarrett/HHP for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet SS races to victory Sunday, March 1, 2015 in the NASCAR Sprint Cup race at Atlanta Motor Speedway in Hampton, Georgia. (Photo by Garry Eller/HHP for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet SS celebrates his victory with a burnout Sunday, March 1, 2015 after winning the NASCAR Sprint Cup race at Atlanta Motor Speedway in Hampton, Georgia. (Photo by Andrew Coppley/HHP for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet SS celebrates his victory Sunday, March 1, 2015 after winning the NASCAR Sprint Cup race at Atlanta Motor Speedway in Hampton, Georgia. (Photo by HHP/Harold Hinson for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet, celebrates in victory lane after winning the NASCAR Sprint Cup Series Folds of Honor QuikTrip 500 at Atlanta Motor Speedway on March 1, 2015 in Hampton, Georgia. (Photo Credit: Jerry Markland/Getty Images for NASCAR)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet, celebrates in victory lane after winning the NASCAR Sprint Cup Series Folds of Honor QuikTrip 500 at Atlanta Motor Speedway on March 1, 2015 in Hampton, Georgia. (Photo Credit: Jerry Markland/Getty Images for NASCAR)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet, celebrates with a burnout after winning the NASCAR Sprint Cup Series Folds of Honor QuikTrip 500 at Atlanta Motor Speedway on March 1, 2015 in Hampton, Georgia. (Photo Credit: Matt Sullivan/NASCAR via Getty Images)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet, takes the chequered flag to win the NASCAR Sprint Cup Series Folds of Honor QuikTrip 500 at Atlanta Motor Speedway on March 1, 2015 in Hampton, Georgia. (Photo Credit: Sarah Glenn/NASCAR via Getty Images)
A large incident occurs in turn three during the NASCAR Sprint Cup Series Folds of Honor QuikTrip 500 at Atlanta Motor Speedway on March 1, 2015 in Hampton, Georgia. (Photo Credit: Jonathan Moore/Getty Images)
Austin Dillon, driver of the #3 Dow Chevrolet, spins out after an incident during the NASCAR Sprint Cup Series Folds of Honor QuikTrip 500 at Atlanta Motor Speedway on March 1, 2015 in Hampton, Georgia.  (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Joey Logano, driver of the #22 Shell Pennzoil Ford, leads the field during the NASCAR Sprint Cup Series Folds of Honor QuikTrip 500 at Atlanta Motor Speedway on March 1, 2015 in Hampton, Georgia. (Photo Credit: Matt Sullivan/NASCAR via Getty Images)
Joey Logano, driver of the #22 Shell Pennzoil Ford, and Denny Hamlin, driver of the #11 FedEx Ground Toyota, lead the field to the green flag to start the NASCAR Sprint Cup Series Folds of Honor QuikTrip 500 at Atlanta Motor Speedway on March 1, 2015 in Hampton, Georgia. (Photo Credit: Sarah Glenn/NASCAR via Getty Images)
Kevin Harvick, driver of the #4 Jimmie John`s/Budweiser Chevrolet, suffers a mechanical issue during practice for the NASCAR Sprint Cup Series Folds of Honor QuikTrip 500 at Atlanta Motor Speedway on February 28, 2015 in Hampton, Georgia.  (Photo Credit: Rainier Ehrhardt/NASCAR via Getty Images)
David Ragan, driver of the #18 M&M`s Crispy Toyota, drives in the garage area during practice for the NASCAR Sprint Cup Series Folds of Honor QuikTrip 500 at Atlanta Motor Speedway on February 27, 2015 in Hampton, Georgia. (Photo Credit: Kevin C. Cox/NASCAR via Getty Images)
Kevin Harvick, driver of the #4 Jimmie John`s/Budweiser Chevrolet, prepares to drive during practice for the NASCAR Sprint Cup Series Folds of Honor QuikTrip 500 at Atlanta Motor Speedway on February 27, 2015 in Hampton, Georgia. (Photo Credit: Sarah Glenn/NASCAR via Getty Images)
David Ragan, driver of the #18 M&M`s Crispy Toyota, stands on the grid during qualifying for the NASCAR Sprint Cup Series Folds of Honor QuikTrip 500 at Atlanta Motor Speedway on February 27, 2015 in Hampton, Georgia. (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Joey Logano, driver of the #22 Shell Pennzoil Ford, signs the Coors Light Pole board after qualifying for the NASCAR Sprint Cup Series Folds of Honor QuikTrip 500 at Atlanta Motor Speedway on February 27, 2015 in Hampton, Georgia. (Photo Credit: Sarah Glenn/NASCAR via Getty Images)

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