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.
Jul 23, 2014, 10:46 PM EDT
Darrell “Bubba” Wallace Jr. and Kyle Larson put on a spectacular battle in the final 40-lap segment of Wednesday’s second MudSummer Classic at Eldora Speedway, but it was Wallace holding on for the win.
Jul 23, 2014, 10:19 PM EDT
Darrell Wallace Jr. continues to lead after 110 laps (at the time of a second and final mandatory competition caution) in Wednesday night’s MudSummer Classic at Eldora Speedway.
Jul 23, 2014, 9:42 PM EDT
At the end of the first segment of Wednesday’s NASCAR Camping World Truck Series MudSummer Classic at Eldora Speedway, it’s Darrell Wallace Jr. in the lead.
Jul 23, 2014, 9:06 PM EDT
Thanks to a statistical quirk, Kurt Busch is ranked in the same place in the points standings in both the Sprint Cup Series and Verizon IndyCar Series.
Jul 23, 2014, 6:52 PM EDT
On Wednesday’s edition of NASCAR America, Aric Almirola and Sam Hornish Jr. discussed some of the biggest wins of their careers and talk about the importance of the Brickyard 400 on the NASCAR calendar.
Jul 23, 2014, 6:42 PM EDT
On Wednesday’s edition of NASCAR AMERICA, 2014 Coke Zero 400 winner Aric Almirola took a look at the Chase for the Sprint Cup grid and also evaluated Richard Petty Motorsports’ performance through the first 19 races of the 2014 season.
Jul 23, 2014, 6:37 PM EDT
On Wednesday’s edition of NASCAR AMERICA, Aric Almirola and Sam Hornish Jr. previewed Sunday’s 21st running of the Brickyard 400 at the legendary Indianapolis Motor Speedway.
Erik Jones takes first career Truck pole — and does it in first time racing on dirt — for MudSummer Classic at Eldora
Jul 23, 2014, 6:27 PM EDT
Before Wednesday, the only dirt Erik Jones ever raced on was back in the tiny rural town he grew up in, little Byron, Mich., population 561. On two feet, too. But that didn’t stop Jones from winning the pole for tonight’s MudSummer Classic NASCAR Camping World Truck Series race at Eldora Speedway.
Jul 23, 2014, 5:43 PM EDT
Indianapolis Colts WR Reggie Wayne, healthy, rides into training camp as a passenger in a two-seater IndyCar driven by Ed Carpenter.
Jul 23, 2014, 3:26 PM EDT
Hey there, NASCAR AMERICA is back! After a brief vacation just like the Sprint Cup drivers enjoyed during the last off-weekend of the 2014 season, we’re back in the studio and at the shops, ready to give you the latest news in the world of NASCAR.
Jul 23, 2014, 2:50 PM EDT
Erik Jones and Ryan Blaney recorded the top speeds in the two practice sessions for Wednesday night’s second annual MudSummer Classic NASCAR Camping World Truck Series event at Eldora Speedway.
Jul 23, 2014, 12:00 PM EDT
Video highlights from the Honda Indy 2 in Toronto on Sunday.
Jul 23, 2014, 11:00 AM EDT
Sage Karam fills in for Memo Rojas at IMS for the TUDOR Championship race this weekend.
Jul 23, 2014, 10:15 AM EDT
University student gets to interview Joey Logano at New Hampshire, and fortuitous timing before his day ended early due to contact with Morgan Shepherd.
Jul 23, 2014, 9:43 AM EDT
Eldora Truck race tonight seeks to be as good as the original.
Jul 22, 2014, 8:33 PM EDT
Time has not lessened the significance of winning at Indy for these three NASCAR standouts.
Jul 22, 2014, 7:13 PM EDT
The Outlaw returns to Indianapolis for the first time since his Indy 500-Coke 600 double back in May.
Jul 22, 2014, 5:54 PM EDT
The Team Penske pilot is putting up his six-bedroom Miami penthouse for a cool $14 million. Better start saving up…
Jul 22, 2014, 4:10 PM EDT
Seeking to catch up with their Ford stablemates at Team Penske, Roush Fenway Racing’s trio of Carl Edwards, Greg Biffle, and Ricky Stenhouse Jr. have been searching for speed in a two-day test session at Michigan International Speedway.
- Bubba Wallace dominates to win MudSummer Classic at Eldora (updated) 1
- Kurt Busch 25th in Sprint Cup points — IndyCar, too 1
- Report: Toto Wolff speaks out against F1′s double points finale 5
- IndyCar: Toronto weekend analysis, musings and observations 0
- NASCAR’s Brian France on RTA’s formation: “We didn’t think it was necessary” 13