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Earnhardt rewards sponsors; Bud`s exposure drops.

Dale Earnhardt Jr.'s team change was one of NASCAR's top stories entering 2008. How did things turn out?

For the year, Earnhardt generated $26.15 million in value for his three sponsors - Amp Energy, the National Guard and Mountain Dew. That's five percent more than what he delivered in 2007 for his former primary marketing partner, Budweiser.

With Earnhardt's move, Budweiser put its support (and dollars) behind Kasey Kahne in 2008. It ended up with $11.75 million in exposure value, less than half of what it received with Earnhardt in 2007.

Helping the exposure for Earnhardt's backers this year was the fact he had a better year on the track.

In 2007, he finished 16th in the Sprint Cup standings, with no victories and seven top-five finishes. In 2008, he finished 12th, made the Chase for the NASCAR Sprint Cup, won one race and had ten top-five finishes.

Dale Earnhardt Jr.'s 2008 exposures:

Brand - Number of detections – Duration - Value

Amp - 2,045 – 2hr 36min 53.7secs - $13,806,501
National Guard - 1,654 – 2hr 11min 57.0secs - $10,494,189
Mountain Dew - 330 - 0hr 23min 45.3secs - $1,845,448

Budweiser's driver-based exposures:

Placement; Number of detections; Duration; Value

2008: Kasey Kahne - 1,522 – 1hr 59min 41.7secs - $11,749,224
2007: Dale Earnhardt Jr. - 2,826 - 3hr 51min 35.0secs - $24,845,048

by David Broughton/Sporting News

David Broughton is research director for SportsBusiness Journal


Related Pictures

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Dale Earnhardt - #88 AMP Energy/National Guard Chevrolet [Pic credit: Harrelson/Getty Images]
Kasey Kahne, driver of the #5 Quicken Loans Chevrolet SS, races to an eighth place finish with Dale Earnhardt, Jr., driver of the #88 Nationwide Chevrolet SS who finished in second place Saturday night, April 9, 2016 in the NASCAR Sprint Cup Series race at Texas Motor Speedway in Fort Worth, Texas.  (Photo by Alan Marler for Chevy Racing)
Dale Earnhardt, Jr., driver of the #88 Nationwide Chevrolet SS, finishes in second place Saturday night, April 9, 2016 in the NASCAR Sprint Cup Series race at Texas Motor Speedway in Fort Worth, Texas. (Photo by Brian Cleary for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe’s Pro Services Chevrolet SS, qualifies for fifth position Friday, March 11, 2016 for Sunday`s NASCAR Sprint Cup Series race at Phoenix International Raceway in Avondale, Arizona. Hendrick Motorsports driver Johnson experienced an issue during qualifying.  He will go to a back-up car. (Photo by Harold Hinson for Chevy Racing)
Dale Earnhardt, Jr., driver of the #88 Nationwide Chevrolet SS, finishes in eighth place Sunday, March 6, 2016 in the NASCAR Sprint Cup Series race at Las Vegas Motor Speedway in Las Vegas, Nevada. (Photo by Harold Hinson for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet SS, races to victory Sunday, February 28, 2016 in the NASCAR Sprint Cup Series race at Atlanta Motor Speedway in Hampton, Georgia. This was Johnson`s 76th career win, 5th in Atlanta. Hendrick Motorsports teammate Dale Earnhardt, Jr., driver of the #88 Nationwide Chevrolet SS, finished second. The victory ties Johnson with Dale Earnhardt, Jr. in NASCAR premier series wins. (Photo by Alan Marler for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet SS, celebrates his victory with a burnout Sunday, February 28, 2016 in the NASCAR Sprint Cup Series race at Atlanta Motor Speedway in Hampton, Georgia. This was Johnson`s 76th career win, 5th in Atlanta. Hendrick Motorsports teammate Dale Earnhardt, Jr., driver of the #88 Nationwide Chevrolet SS, finished second. The victory ties Johnson with Dale Earnhardt, Jr. in NASCAR premier series wins.  (Photo by Andrew Coppley for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet SS, celebrates his victory with his wife, Chandra and daughters Genevieve and Lydia Sunday, February 28, 2016 in the NASCAR Sprint Cup Series race at Atlanta Motor Speedway in Hampton, Georgia. This was Johnson`s 76th career win, 5th in Atlanta. Hendrick Motorsports teammate Dale Earnhardt, Jr., driver of the #88 Nationwide Chevrolet SS, finished second. The victory ties Johnson with Dale Earnhardt, Jr. in NASCAR premier series wins. (Photo by Harold Hinson for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet SS, crosses the finish line for the victory Sunday, February 28, 2016 in the NASCAR Sprint Cup Series race at Atlanta Motor Speedway in Hampton, Georgia. This was Johnson`s 76th career win, 5th in Atlanta. Hendrick Motorsports teammate Dale Earnhardt, Jr., driver of the #88 Nationwide Chevrolet SS, finished second. The victory ties Johnson with Dale Earnhardt, Jr. in NASCAR premier series wins. (Photo by Alan Marler for Chevy Racing)
Dale Earnhardt Jr., driver of the #88 Nationwide Hendrick Motorsports Chevrolet SS drives to victory Thursday, February 18, 2016 winning the first of two NASCAR Sprint Cup Can-Am Duel races at Daytona International Speedway in Daytona Beach, Florida. This is Earnhardt Jr.`s second consecutive Duel victory. He will start on the inside of Row 2 for Sunday`s Daytona 500 race. (Photo by Rusty Jarrett for Chevy Racing)
Dale Earnhardt Jr., driver of the #88 Nationwide Chevrolet, poses in victory lane after winning the NASCAR Sprint Cup Series Can-Am Duels at Daytona International Speedway on February 18, 2016 in Daytona Beach, Florida.  (Photo Credit: Photo by Brian Lawdermilk/Getty Images)
Dale Earnhardt Jr., driver of the #88 Nationwide Chevrolet, leads the field during the NASCAR Sprint Cup Series Can-Am Duels at Daytona International Speedway on February 18, 2016 in Daytona Beach, Florida.  (Photo Credit: Photo by Patrick Smith/Getty Images)
Dale Earnhardt Jr., driver of the #88 Nationwide Chevrolet, takes the chequered flag to win the NASCAR Sprint Cup Series Can-Am Duel 1 at Daytona International Speedway on February 18, 2016 in Daytona Beach, Florida.  (Photo Credit: Photo by Sarah Crabill/NASCAR via Getty Images)
Chase Elliott, rookie driver of the #24 NAPA Auto Parts Hendrick Motorsports Chevrolet SS captures the pole Sunday, February 14, 2016 during qualifying for the NASCAR Sprint Cup Daytona 500 at Daytona International Speedway in Daytona Beach, Florida. Elliott, who takes over the #24 car from retired driver Jeff Gordon, is the youngest driver ever to win the pole. He will lead the pack at the start of the February 21 race. (Photo by HHP/ Rusty Jarrett for Chevy Racing)
Dale Earnhardt Jr., driver of the #88 Taxslayer.com Chevrolet, signs autographs for fans during practice for the NASCAR Sprint Cup Series Sprint Unlimited at Daytona International Speedway on February 12, 2016 in Daytona Beach, Florida.  (Photo Credit: Photo by Chris Graythen/Getty Images)
Jimmie Johnson, driver of the #48 Lowe’s Chevrolet SS, holds his daughter, Lydia Sunday, November 22, 2015 before final race of the 2015 NASCAR Sprint Cup Series season at Homestead-Miami Speedway in Homestead, Florida. Johnson and other Jeff Gordon teammates at Hendrick Motorsports wore tribute hats to honor the retiring Chevy driver prior to the start of the race. (Photo by Alan Marler/HHP for Chevy Racing)
Dale Earnhardt, Jr., driver of the #88 Nationwide Chevrolet SS, races to victory Sunday, November 15, 2015 in the final round of the Eliminator 8 NASCAR Sprint Cup Chase race at Phoenix International Raceway in Avondale, Arizona. Defending Sprint Cup Champion Kevin Harvick, driver of the #4 Budweiser/Jimmy John’s Chevrolet SS advances to the Champion 4 with his second place finish. Harvick is joined with Martin Truex, Jr., driver of the #78 Furniture Row/Visser Precision Chevrolet SS and Jeff Gordon, driver of the #24 Pepsi Chevrolet SS to the Sprint Cup Series Championship 4 at Homestead-Miami Speedway in Homestead, Florida next Sunday. (Photo by Garry Eller/HHP for Chevy Racing)
Dale Earnhardt Jr., driver of the #88 Nationwide Chevrolet, and Kevin Harvick, driver of the #4 Budweiser/Jimmy John`s Chevrolet, lead the field onto pit road due to rain during the NASCAR Sprint Cup Series Quicken Loans Race for Heroes 500 at Phoenix International Raceway on November 15, 2015 in Avondale, Arizona.  (Photo Credit: Photo by Chris Trotman/Getty Images)

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