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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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Kurt Busch, driver of the #41 Haas Automation Chevrolet SS, qualified for seventh position Friday, August 22, 2014 for Saturday evening`s Nascar Sprint Cup race at Bristol Motor Speedway in Bristol, Tennessee. Busch is 23rd in the NASCAR Sprint Cup Series (NSCS) standings. (Photo by Garry Eller/HHP for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet SS, qualified for sixth position Friday, August 22, 2014 for Saturday evening`s Nascar Sprint Cup race at Bristol Motor Speedway in Bristol, Tennessee. Johnson is seventh in the NASCAR Sprint Cup Series (NSCS) standings. (Photo by Harold Hinson/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Drive To End Hunger Chevrolet SS, qualified for second position Friday, August 22, 2014 for Saturday evening`s Nascar Sprint Cup race at Bristol Motor Speedway in Bristol, Tennessee. Gordon leads the NASCAR Sprint Cup Series (NSCS) standings. (Photo by Harold Hinson/HHP for Chevy Racing)
Kevin Harvick, driver of the #4 Jimmie John`s Chevrolet SS, won the pole position Friday, August 22, 2014 for Saturday evening`s Nascar Sprint Cup race at Bristol Motor Speedway in Bristol, Tennessee. Harvick is sixth in the NASCAR Sprint Cup Series (NSCS) standings. (Photo by Harold Hinson/HHP for Chevy Racing)
Kevin Harvick, driver of the #4 Jimmy John`s Chevrolet, poses with the pole award after qualifying fastest for the NASCAR Sprint Cup Series Irwin Tools Night Race at Bristol Motor Speedway on August 22, 2014 in Bristol, Tennessee. (Photo Credit: Rainier Ehrhardt/Getty Images)
Kevin Harvick, driver of the #4 Jimmy John`s Chevrolet, poses with his wife DeLana, son Keelan, and the pole award after qualifying fastest for the NASCAR Sprint Cup Series Irwin Tools Night Race at Bristol Motor Speedway on August 22, 2014 in Bristol, Tennessee. (Photo Credit: Rainier Ehrhardt/Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, races to win Sunday, August 17, 2014 in the Pure Michigan 400 NASCAR Sprint Cup race at Michigan International Speedway in Brooklyn, Michigan. Kevin Harvick, driver of the #4 Jimmy Johns Chevrolet SS finished second. This was Gordon`s third win of the season. (Photo by Alan Marler/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, celebrates with a burnout after winning the Pure Michigan 400 NASCAR Sprint Cup race Sunday, August 17, 2014 at Michigan International Speedway in Brooklyn, Michigan. This was Gordon`s third win of the season. (Photo by Garry Eller/HHP for Chevy Racing)
With General Motors CEO Mary Barra, Jeff Gordon, driver of the #24 Axalta Chevrolet SS, holds the Michigan Heritage Trophy after winning the Pure Michigan 400 NASCAR Sprint Cup race Sunday, August 17, 2014 at Michigan International Speedway in Brooklyn, Michigan. This was Gordon`s third win of the season. In 2013, MIS began awarding the Michigan Heritage Trophy as a recognition and celebration of the automobile and it`s importance to the race track and the manufacturers competing in NASCAR. (Photo by Harold Hinson/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, celebrates with his crew after winning the Pure Michigan 400 NASCAR Sprint Cup race Sunday, August 17, 2014 at Michigan International Speedway in Brooklyn, Michigan. This was Gordon`s third win of the season. (Photo by Harold Hinson/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet, celebrates in Victory Lane after winning the NASCAR Sprint Cup Series Pure Michigan 400 at Michigan International Speedway on August 17, 2014 in Brooklyn, Michigan.  (Photo Credit: Jerry Markland/Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, takes the chequered flag to win the NASCAR Sprint Cup Series Pure Michigan 400 at Michigan International Speedway on August 17, 2014 in Brooklyn, Michigan.  (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, celebrates with a burnout after winning the NASCAR Sprint Cup Series Pure Michigan 400 at Michigan International Speedway on August 17, 2014 in Brooklyn, Michigan.  (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Danica Patrick, driver of the #10 GoDaddy Chevrolet, Martin Truex Jr., driver of the #78 Furniture Row Chevrolet, Trevor Bayne, driver of the #21 Motorcraft/Quick Lane Tire & Auto Center Ford, Justin Allgaier, driver of the #51 Brandt Professional Agriculture Chevrolet, and Michael Annett, driver of the #7 Allstate Peterbilt/Pilot Chevrolet, are involved in an incident during the NASCAR Sprint Cup Series Pure Michigan 400 at Michigan International Speedway on August 17, 2014 in Brooklyn, Michigan.  (Photo Credit: Gregory Shamus/Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, and Joey Logano, driver of the #22 Shell-Pennzoil Ford, lead the field to start the NASCAR Sprint Cup Series Pure Michigan 400 at Michigan International Speedway on August 17, 2014 in Brooklyn, Michigan.  (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Joey Logano, driver of the #22 Shell-Pennzoil Ford, races Jeff Gordon, driver of the #24 Axalta Chevrolet, during the NASCAR Sprint Cup Series Pure Michigan 400 at Michigan International Speedway on August 17, 2014 in Brooklyn, Michigan. (Photo Credit: Jerry Markland/Getty Images)
Paul Menard, driver of the #27 CertainTeed/Menards Chevrolet SS, qualified seventh Friday, August 15, 2014 for Sunday`s Pure Michigan 400 NASCAR Sprint Cup race at Michigan International Speedway in Brooklyn, Michigan. Menard is 17th in the NASCAR Sprint Cup Series (NSCS) standings. (Photo by Alan Marler/HHP for Chevy Racing)

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