May 15, 2014, 12:00 PM EST
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.
Nov 23, 2014, 6:45 AM EST
Nico Rosberg and Lewi Hamilton’s date with destiny awaits in Abu Dhabi today.
Nov 23, 2014, 6:30 AM EST
Spaniard responds to comments made by Ferrari team principal Marco Mattiacci earlier this week.
Nov 23, 2014, 6:00 AM EST
The 2014 Formula 1 season has been a sensational one, but the championship will finally be decided today in Abu Dhabi. Will it be Lewis or Nico?
Nov 23, 2014, 5:48 AM EST
Changes made to the cars overnight warrant another penalty for Red Bull.
Nov 23, 2014, 1:57 AM EST
“I believe in miracles but not this time. Lewis Hamilton has got this.”
Nov 22, 2014, 11:21 PM EST
The world of motorsports — particularly NASCAR and NHRA — is mourning arguably the best public relations person it has ever seen, Denny Darnell, who passed away Saturday.
Nov 22, 2014, 6:15 PM EST
Will Owen, who impressively won the 2014 USF2000 race as a rookie at Indianapolis Motor Speedway this past May, is moving up the racing ladder.
Nov 22, 2014, 5:52 PM EST
Something a bit quicker than nine little reindeer…
Marco Andretti, Will Power, AJ Allmendinger go back to roots in big karting race this weekend in Las Vegas
Nov 22, 2014, 5:15 PM EST
Marco Andretti, reigning IndyCar champ Will Power and NASCAR driver AJ Allmendinger, are all going back to their racing roots this weekend in Las Vegas, taking part in one of the biggest karting events of the season.
Nov 22, 2014, 4:45 PM EST
Luke, Lambert, crew chief for Ryan Newman, has been named Federal-Mogul Motorparts’ “Problem Solver of the Year.” And with it comes a $100,000 prize that he’ll receive Dec. 4 in Las Vegas.
Nov 22, 2014, 4:30 PM EST
The former Grand Prix regular and current sports car racer chats with NBCSN’s Will Buxton in Abu Dhabi.
Nov 22, 2014, 3:50 PM EST
Mallya attacks Red Bull following its double exclusion from today’s qualifying session in Abu Dhabi.
Nov 22, 2014, 3:00 PM EST
di Grassi climbs from 18th on the grid to second at finish in Putrajaya ePrix; Nick Heidfeld found to have made pit stop car change outside permitted area, relegated to 19th.
Nov 22, 2014, 2:30 PM EST
The stage is set for the final showdown on Sunday. Will it be Lewis or Nico?
Nov 22, 2014, 1:45 PM EST
McLaren junior driver moves up to second in the championship with feature race win in Abu Dhabi.
Nov 22, 2014, 1:30 PM EST
The new cancer center’s lobby will be named in honor of RHR’s late mother, who succumbed to colon cancer in 2009.
Nov 22, 2014, 1:15 PM EST
The British F1 debutant will start his first grand prix from 17th place tomorrow.
Nov 22, 2014, 12:58 PM EST
He remains suspended by NASCAR, but Jeremy Mayfield continues his racing comeback this weekend at Myrtle Beach Speedway.
Nov 22, 2014, 12:30 PM EST
Ricciardo and Vettel to start from the back of the grid in Abu Dhabi.
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