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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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Kyle Busch, driver of the #18 Skittles Toyota, poses with the trophy in Victory Lane with wife Samantha and son Brexton Locke after winning the NASCAR Sprint Cup Series Crown Royal Presents the Jeff Kyle 400 at the Brickyard at Indianapolis Motor Speedway on July 26, 2015 in Indianapolis, Indiana.  (Photo Credit: Photo by Sean Gardner/NASCAR via Getty Images)
Kyle Busch, driver of the #18 Skittles Toyota, celebrates in Victory Lane after winning the NASCAR Sprint Cup Series Crown Royal Presents the Jeff Kyle 400 at the Brickyard at Indianapolis Motor Speedway on July 26, 2015 in Indianapolis, Indiana.  (Photo Credit: Photo by Matt Sullivan/Getty Images)
Kyle Busch, driver of the #18 Skittles Toyota, places the winner`s decal in Victory Lane after winning the NASCAR Sprint Cup Series Crown Royal Presents the Jeff Kyle 400 at the Brickyard at Indianapolis Motor Speedway on July 26, 2015 in Indianapolis, Indiana (Photo Credit: Photo by Sean Gardner/NASCAR via Getty Images)
Kyle Busch, driver of the #18 Skittles Toyota, celebrates with the chequered flag after winning the NASCAR Sprint Cup Series Crown Royal Presents the Jeff Kyle 400 at the Brickyard at Indianapolis Motor Speedway on July 26, 2015 in Indianapolis, Indiana.  (Photo Credit: Photo by Sarah Crabill/NASCAR via Getty Images)
Kyle Busch, driver of the #18 Skittles Toyota, celebrates by kissing the bricks after winning the NASCAR Sprint Cup Series Crown Royal Presents the Jeff Kyle 400 at the Brickyard at Indianapolis Motor Speedway on July 26, 2015 in Indianapolis, Indiana.  (Photo Credit: Photo by Robert Laberge/Getty Images)
Kyle Busch, driver of the #18 Skittles Toyota, takes the chequered flag to win the NASCAR Sprint Cup Series Crown Royal Presents the Jeff Kyle 400 at the Brickyard at Indianapolis Motor Speedway on July 26, 2015 in Indianapolis, Indiana.  (Photo Credit: Photo by Rainier Ehrhardt/NASCAR via Getty Images)
Kyle Larson, driver of the #42 Target Chevrolet SS, stops in his pit on his way to a ninth place finish Sunday, July 26, 2015 in the NASCAR Sprint Cup race at Indianapolis Motor Speedway in Indianapolis, Indiana. (Photo by Harold Hinson/HHP for Chevy Racing)
Kurt Busch, driver of the #41 Haas Automation Chevrolet SS, races to an eighth place finish with third place finisher Kevin Harvick, driver of the #4 Jimmy John’s/Budweiser Chevrolet SS Sunday, July 26, 2015 in the NASCAR Sprint Cup race at Indianapolis Motor Speedway in Indianapolis, Indiana. (Photo by Garry Eller/HHP for Chevy Racing)
Martin Truex, Jr., driver of the #78 Furniture Row/Visser Precision Chevrolet SS, finishes in fourth place Sunday, July 26, 2015 in the NASCAR Sprint Cup race at Indianapolis Motor Speedway in Indianapolis, Indiana. (Photo by Garry Eller/HHP for Chevy Racing)
Kevin Harvick, driver of the #4 Jimmy John’s/Budweiser Chevrolet SS, races to a third place finish Sunday, July 26, 2015 in the NASCAR Sprint Cup race at Indianapolis Motor Speedway in Indianapolis, Indiana. (Photo by Garry Eller/HHP for Chevy Racing)
A detailed view of the Brickyard 400 trophy prior to the NASCAR Sprint Cup Series Crown Royal Presents the Jeff Kyle 400 at the Brickyard at Indianapolis Motor Speedway on July 26, 2015 in Indianapolis, Indiana. (Photo Credit: Photo by Rainier Ehrhardt/NASCAR via Getty Images)
Carl Edwards, driver of the #19 Stanley Toyota, and Joey Logano, driver of the #22 Shell Pennzoil Ford, take the green flag to start the NASCAR Sprint Cup Series Crown Royal Presents the Jeff Kyle 400 at the Brickyard at Indianapolis Motor Speedway on July 26, 2015 in Indianapolis, Indiana.  (Photo Credit: Photo by Rainier Ehrhardt/NASCAR via Getty Images)
Kyle Busch, driver of the #18 Skittles Toyota, leads a pack of cars during the NASCAR Sprint Cup Series Crown Royal Presents the Jeff Kyle 400 at the Brickyard at Indianapolis Motor Speedway on July 26, 2015 in Indianapolis, Indiana.  (Photo Credit: Photo by Sarah Crabill/NASCAR via Getty Images)
Clint Bowyer, driver of the #15 5-Hour Energy Toyota, and David Ragan, driver of the #55 Aaron`s Dream Machine Toyota, stand on the grid during qualifying for the NASCAR Sprint Cup Series Crown Royal Presents the Jeff Kyle 400 at the Brickyard at Indianapolis Motor Speedway on July 25, 2015 in Indianapolis, Indiana.  (Photo Credit: Photo by Brian Lawdermilk/Getty Images)
Joey Logano, driver of the #22 Shell Pennzoil Ford, stands on the grid during qualifying for the NASCAR Sprint Cup Series Crown Royal Presents the Jeff Kyle 400 at the Brickyard at Indianapolis Motor Speedway on July 25, 2015 in Indianapolis, Indiana.  (Photo Credit: Photo by Matt Sullivan/Getty Images)
Carl Edwards, driver of the #19 Stanley Toyota, poses with the Coors Light Pole Award after qualifying for the pole position for the NASCAR Sprint Cup Series Crown Royal Presents the Jeff Kyle 400 at the Brickyard at Indianapolis Motor Speedway on July 25, 2015 in Indianapolis, Indiana.  (Photo Credit: Photo by Sarah Crabill/NASCAR via Getty Images)
Carl Edwards, driver of the #19 Stanley Toyota, poses with the Coors Light Pole Award after qualifying for the pole position for the NASCAR Sprint Cup Series Crown Royal Presents the Jeff Kyle 400 at the Brickyard at Indianapolis Motor Speedway on July 25, 2015 in Indianapolis, Indiana.  (Photo Credit: Photo by Sarah Crabill/NASCAR via Getty Images)

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