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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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Jeff Gordon, driver of the #24 Axalta Chevrolet SS, finishes in ninth place racing with Kasey Kahne, driver of the #5 Farmer`s Insurance Chevrolet SS who finishes in eleventh place Sunday, March 29, 2015 in the NASCAR Sprint Cup race at Martinsville Speedway in Ridgeway, Virginia. (Photo by Andrew Coppley/HHP for Chevy Racing)
Kevin Harvick, driver of the #4 Budweiser/Jimmy John`s Chevrolet SS, finishes in eighth place Sunday, March 29, 2015 in the NASCAR Sprint Cup race at Martinsville Speedway in Ridgeway, Virginia. (Photo by Rusty Jarrett/HHP for Chevy Racing)
Danica Patrick, driver of the #10 TaxAct Chevrolet SS, finishes in 7th place Sunday, March 29, 2015 in the NASCAR Sprint Cup race at Martinsville Speedway in Ridgeway, Virginia. (Photo by Andrew Coppley/HHP for Chevy Racing)
Martin Truex, Jr., driver of the #78 Furniture Row/Visser Precision Chevrolet SS, finishes in sixth place Sunday, March 29, 2015 in the NASCAR Sprint Cup race at Martinsville Speedway in Ridgeway, Virginia. (Photo by Andrew Coppley/HHP for Chevy Racing)
Denny Hamlin, driver of the #11 FedEx Express Toyota, celebrates in Victory Lane after winning the NASCAR Sprint Cup Series STP 500 at Martinsville Speedway on March 29, 2015 in Martinsville, Virginia. (Photo Credit: Rainier Ehrhardt/NASCAR via Getty Images)
Denny Hamlin, driver of the #11 FedEx Express Toyota, celebrates in Victory Lane after winning the NASCAR Sprint Cup Series STP 500 at Martinsville Speedway on March 29, 2015 in Martinsville, Virginia. (Photo Credit: Alex Goodlett/Getty Images)
Paul Menard, driver of the #27 Pittsburgh Paints/Menards Chevrolet, Aric Almirola, driver of the #43 STP Ford, Greg Biffle, driver of the #16 Ortho Ford, Trevor Bayne, driver of the #6 AdvoCare Ford, and Jimmie Johnson, driver of the #48 Lowe`s Chevrolet, are involved in an on-track incident during the NASCAR Sprint Cup Series STP 500 at Martinsville Speedway on March 29, 2015 in Martinsville, Virginia.  (Photo Credit: Rob Carr/Getty Images)
Crew members work on the #25 NAPA Auto Parts Chevrolet, driven by Chase Elliott, after being involved in an on-track incident during the NASCAR Sprint Cup Series STP 500 at Martinsville Speedway on March 29, 2015 in Martinsville, Virginia.  (Photo Credit: Daniel Shirey/Getty Images)
Denny Hamlin, driver of the #11 FedEx Express Toyota, celebrates with a burnout after winning the NASCAR Sprint Cup Series STP 500 at Martinsville Speedway on March 29, 2015 in Martinsville, Virginia. (Photo Credit: Nick Laham/NASCAR via Getty Images)
Ricky Stenhouse Jr., driver of the #17 Fastenal Ford, is involved in an on-track incident during the NASCAR Sprint Cup Series STP 500 at Martinsville Speedway on March 29, 2015 in Martinsville, Virginia.  (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Denny Hamlin, driver of the #11 FedEx Express Toyota, takes the chequered flag to win the NASCAR Sprint Cup Series STP 500 at Martinsville Speedway on March 29, 2015 in Martinsville, Virginia. (Photo Credit: Nick Laham/NASCAR via Getty Images)
Denny Hamlin, driver of the #11 FedEx Express Toyota, sits in his car during practice for the NASCAR Sprint Cup Series STP 500 at Martinsville Speedway on March 28, 2015 in Martinsville, Virginia. (Photo Credit: Daniel Shirey/Getty Images)
Martin Truex, Jr., driver of the #78 Furniture Row/Visser Precision Chevrolet SS, qualifies for third position Friday, March 27, 2015 for Sunday`s NASCAR Sprint Cup race at Martinsville Speedway in Ridgeway, Virginia. Truex, Jr. is third in the NASCAR Sprint Cup Series (NSCS) standings. (Photo by Andrew Coppley/HHP for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe’s Chevrolet SS, qualifies for fifth position Friday, March 27, 2015 for Sunday`s NASCAR Sprint Cup race at Martinsville Speedway in Ridgeway, Virginia. Johnson is seventh in the NASCAR Sprint Cup Series (NSCS) standings.(Photo by Alan Marler/HHP for Chevy Racing)
Ryan Newman, driver of the #31 Quicken Loans Chevrolet SS, qualifies for 2nd position Friday, March 27, 2015 for Sunday`s NASCAR Sprint Cup race at Martinsville Speedway in Ridgeway, Virginia. Newman is sixth in the NASCAR Sprint Cup Series (NSCS) standings. (Photo by Alan Marler/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, qualifies for fourth position Friday, March 27, 2015 for Sunday`s NASCAR Sprint Cup race at Martinsville Speedway in Ridgeway, Virginia. Gordon is 22nd in the NASCAR Sprint Cup Series (NSCS) standings. (Photo by Rusty Jarrett/HHP for Chevy Racing)
A view of a decal placed on the #14 Code 3 Associates / Mobil 1 Chevrolet, driven by Tony Stewart (not pictured), during qualifying for the NASCAR Sprint Cup Series STP 500 at Martinsville Speedway on March 27, 2015 in Martinsville, Virginia. (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)

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