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 30, 2014, 9:00 AM EDT
Insights and observations from NBCSN’s Townsend Bell after the pair of Toronto races, heading into Mid-Ohio.
Jul 29, 2014, 7:30 PM EDT
The impact of the Jeff Gordon Era; a family affair at Indy for the Dillons; thoughts on the Homestead tire test in August.
Jul 29, 2014, 6:34 PM EDT
Carl Edwards, Jack Roush and crew chief Bob Osborne were severely penalized for a missing oil tank container lid after Edwards’ win at Las Vegas six years ago.
Jul 29, 2014, 5:41 PM EDT
No. 11 crew chief Darian Grubb suspended for six races, fined $125,000; No. 11 car chief Wesley Sherrill suspended for six races; Denny Hamlin loses 75 championship points, but still in position to make the Chase.
Jul 29, 2014, 5:30 PM EDT
A look back at Ganassi’s half-decade of dominance at the old-school road course in the Ohio countryside.
Jul 29, 2014, 4:45 PM EDT
Coming up today: The Top 5 wins of Jeff Gordon’s career; “Scan All 43″ for the Brickyard 400; reaction to Ty Dillon’s Nationwide win at Indianapolis.
Jul 29, 2014, 3:30 PM EDT
Richard Petty and David Pearson were joined on Sunday by Jeff Gordon as the only Sprint Cup drivers to win at least 90 races at NASCAR’s top level.
Jul 29, 2014, 3:00 PM EDT
Between a few days in Texas and auctioning off her race worn Indianapolis 500 helmet, it’s been a busy couple of weeks for Pippa Mann and the Susan G. Komen organization.
Jul 29, 2014, 2:31 PM EDT
Chase-eligible teams will have to send a driver not qualified for the post-season to an Aug. 26 tire test at Homestead-Miami Speedway.
Jul 29, 2014, 2:00 PM EDT
IndyCar heads to Mid-Ohio this week. Here’s how telemetry readings from the track looked 20 years ago.
Jul 29, 2014, 1:30 PM EDT
After a group of laid-off employees from Caterham announced their intent to pursue legal action against the team’s new owners, Caterham has said they’ll push for a lawsuit against the ex-employees over “gross misrepresentation of the facts.”
Jul 29, 2014, 1:00 PM EDT
MotorSportsTalk catches up with Milwaukee IndyFest general manager Kevin Healy of Andretti Sports Marketing for a primer on the level of IndyFest promotion you’ll see at the Wisconsin State Fair, which starts Thursday.
Jul 29, 2014, 12:30 PM EDT
It’s been a character-building season for the defending World Champions, but things are looking up for Red Bull going into the summer break.
Jul 29, 2014, 12:00 PM EDT
Two charity cars and three comeback efforts highlight the Pirelli World Challenge weekend at Mid-Ohio.
Jul 29, 2014, 11:00 AM EDT
English rookie Jack Hawksworth has impressed more often than not during his first IndyCar season, and could bag his first win before the year’s out.
Jul 29, 2014, 10:05 AM EDT
Reports Tuesday indicate Bernie Ecclestone could attempt to pay his way out of his corruption case.
Jul 29, 2014, 9:49 AM EDT
Bernie Ecclestone speaks out against standing starts, and wants them gone for 2015 before they even get the chance to debut.
Jul 29, 2014, 9:00 AM EDT
Roush Fenway Racing faces a period of uncertainty with its younger lineup for 2015, alongside Greg Biffle.
Jul 29, 2014, 8:00 AM EDT
There have been some massive rises and falls in the F1 points tables comparing the 2014 standings post-Hungary to the 2013 ones.
Jul 28, 2014, 7:00 PM EDT
Among the possible options: A new steering damper, a thumb/wrist brace adapted from motocross, and energy-absorbing material for steering wheels.
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- Q&A: Kevin Healy on Milwaukee IndyFest activation heading into Wisconsin State Fair 2