May 15, 2014, 12:00 PM EDT
Rick Hendrick didn’t get to be one of NASCAR’s most successful owners by not seeing the trends and directions the business is going.
Hendrick, and his entire Hendrick Motorsports organization, have done an excellent job of putting together partnerships to keep his empire at the top of the NASCAR heap.
He’s done it for more than 25 years, despite partners that have come and gone.
He’s doing it again, now, in preparing for the possible departure of the National Guard from Dale Earnhardt Jr.’s No. 88 car.
The increase in sponsor announcements with new partners Nationwide Insurance and DC Entertainment being announced within the last few weeks, and also with Mtn Dew stepping up its activation with a series of videos, are clear signs that Hendrick’s team is working ‘round the clock to get more companies on board the 88 in case the Guard departs.
It’s not inconceivable that they will – witness two reports of note from the past couple weeks.
A USA Today report indicated that despite the more than $26+ million spent on activation and sponsorships in 2012, there was not a single recruit signup at a NASCAR event.
While that doesn’t factor into account local branches where the Guard could attract –and sign – new recruits, it’s still a worrying report.
Then there’s this from Sporting News’ Bob Pockrass, veteran NASCAR reporter who is among the best at deciphering the business side of the sport:
The Army National Guard has a new leader in Judd Lyons, who took over in January. At a U.S. Senate subcommittee hearing last week, Lyons vowed to re-examine the effectiveness of the National Guard sponsorship. He said the Guard is conducting more in-depth surveys of those enlisting to determine what led them to enlist, which in turn should help them understand the value.
Political pressure of military sponsorships in NASCAR is nothing new. It’s been going on for several years. And that’s the way it should be — those in charge of spending taxpayer dollars have an interest in how those dollars are spent.
When a change at the top happens to any company – especially one whose motorsports’ spending have been as closely scrutinized as the Guard’s has been – you have to begin preparing for the eventuality that the deal is closer to the end of its life span than the beginning.
The Guard has backed Dale Jr. and the 88 since his move to Hendrick Motorsports in 2008.
If you’re the Guard, you’ve supported NASCAR’s most popular driver through thick-and-thin, and through what have been more trying years than actual delivery on track.
Junior’s made the Chase each of the last three years, but prior to his much appreciated Daytona 500 victory this year, he’s won only two other races in his stint at Hendrick. He’s still never won a championship, even though he has a good shot to this year in his last season with crew chief Steve Letarte (another area Hendrick will need to address for 2015).
Sponsors demand ROI, even if they happen to have one of the sport’s most marketable drivers, and even if they have the most popular driver.
But they don’t stay on forever. And at only seven years together, the Guard-Dale Jr. relationship isn’t at the length of a Jeff Gordon-DuPont or John Force-Castrol type relationship of 20 or more years.
Hendrick prepared for the eventuality of DuPont’s departure as Gordon’s primary backer by having other associates ready to step up, and ultimately putting together a deal with the AARP’s Drive to End Hunger that has now been the primary backer on the 24 car for several seasons.
You can tell he’s doing the same now on the 88 to keep Dale Jr., in the face of what appears to be a slowly phased down withdrawal by the Guard.
Sep 21, 2014, 8:43 PM EDT
Millen scores his second win of 2014, while YouTube icon Block takes an 18-point lead in the championship with two races left in the season.
Sep 21, 2014, 7:51 PM EDT
Tony Schumacher (Top Fuel), Courtney Force (Funny Car), Dave Connolly (Pro Stock) and Andrew Hines (Pro Stock Motorcycle) were the winners in Sunday’s final rounds of the NHRA FallNationals in Ennis, Texas.
Sep 21, 2014, 7:00 PM EDT
The talented rookie continues to duel with the Chasers at New Hampshire before finishing second to Joey Logano.
Sep 21, 2014, 6:36 PM EDT
As the Chase for the Sprint Cup moves to Dover for next Sunday’s third race of the playoffs, nine drivers will be fighting elimination by vying for five advancement spots there.
Sep 21, 2014, 6:09 PM EDT
Brad Keselowski started from the pole, led the second-most number of laps in the race (78), overcame a late wreck and still almost won Sunday’s Sylvania 300 at New Hampshire Motor Speedway.
Sep 21, 2014, 5:49 PM EDT
Prior to last week’s opening race of the Chase for the Sprint Cup, Kevin Harvick said it would take wins and uncanny consistency to advance to the final four, winner-take-all battle in the season-ending race at Homestead.
Sep 21, 2014, 5:36 PM EDT
The Connecticut native joins Penske teammate Brad Keselowski in the Contender Round with his victory at New Hampshire Motor Speedway.
Sep 21, 2014, 5:13 PM EDT
Kenseth was running in the Top 10, when Paul Menard washed up into him and sent him spinning into the wall with 31 laps to go at New Hampshire.
Sep 21, 2014, 4:38 PM EDT
Kurt Busch had a tire rub on his Haas Automation Chevrolet when the right front tire appeared to blow on Lap 222 of the 300-lap Sylvania 300 at New Hampshire Motor Speedway, sending him hard into the wall and suffering right front end damage.
Sep 21, 2014, 4:20 PM EDT
Several drivers in the Chase for the Sprint Cup suffered damage to their respective race cars in a wreck that involved Matt Kenseth, Kyle Busch, Kasey Kahne and Ryan Newman with just over 100 laps to go in Sunday’s Sylvania 300 at New Hampshire Motor Speedway.
Sep 21, 2014, 4:00 PM EDT
4 p.m. ET – Already several laps down, Hamlin was caught in a multi-car crash that also involved Martin Truex Jr., David Ragan, and Cole Whitt.
Sep 21, 2014, 3:42 PM EDT
Kevin Harvick is the halfway leader of Sunday’s Sylvania 300 at New Hampshire Motor Speedway. Joey Logano is running second, followed by Jeff Gordon, Brian Vickers and Jamie McMurray.
Sep 21, 2014, 3:00 PM EDT
Spanish driver still pleased with the race weekend in Singapore, feeling that Ferrari has made a step forwards.
Sep 21, 2014, 2:31 PM EDT
Less than a week after a track flagman was killed at a Florida short track, a Wisconsin sprint car driver was killed following a wreck on Saturday night.
Sep 21, 2014, 2:30 PM EDT
Bottas finishes outside of the points for the first time in 2014, with his only other non-score the result of a DNF at Monaco.
Sep 21, 2014, 2:00 PM EDT
Kvyat and Magnussen both go without water for much of the race, leaving them dehydrated following the race.
Sep 21, 2014, 1:30 PM EDT
German driver lost the lead of the drivers’ championship for the first time in four months.
Sep 21, 2014, 1:15 PM EDT
Less downforce? More horsepower? Or something else entirely? It sounds like we won’t have to wait much longer on what the 2015 Sprint Cup rules package will bring.
Sep 21, 2014, 1:00 PM EDT
Australian driver enjoys a great deal of home support in Singapore, but feels that Red Bull should have been closer to Mercedes.
Sep 21, 2014, 12:30 PM EDT
Singapore GP winner admits that he had worries about the reliability of his car following Nico Rosberg’s retirement.
- Joey Logano avoids “yellow fever,” wins at N.H. to advance in Chase 1
- Wreck involves several Chase drivers; Keselowski spins, suffers minor damage 0
- Rosberg reflects on a tough day in Singapore (VIDEO) 2
- Reports: 2015 Sprint Cup rules package expected to be released on Tuesday 0
- Hamilton rules in Singapore to re-take championship lead as Rosberg retires 0
- Rosberg forced to retire in Singapore after electrical glitch 1
- Brendan Gaughan takes lead with 6 laps to go, wins Nationwide at Kentucky 0