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.
Jan 29, 2015, 7:30 PM EST
Jerry Gappens, executive vice president and general manager of New Hampshire Motor Speedway was arrested last week and charged with indecent exposure and lewdness.
Jan 29, 2015, 7:09 PM EST
Conor Daly finally set for an IndyCar test this offseason, with SPM.
Jan 29, 2015, 6:33 PM EST
After coming so close last season, Ryan Newman is ready to fight for the Sprint Cup championship in 2015 — and he’s bringing his brass knuckles to give him a hand.
Jan 29, 2015, 6:01 PM EST
Car owner Rick Hendrick said he consulted with Jeff Gordon about if to retire the No. 24 after this season.
Jan 29, 2015, 5:42 PM EST
One week after announcing he was retiring after the 2015 season, Jeff Gordon told NASCAR America that he wants to win his final Daytona 500 and also walk away with his fifth career Sprint Cup championship.
Jan 29, 2015, 4:42 PM EST
IndyCar’s Brasilia, Brazil race set for March 8 has been canceled.
Jan 29, 2015, 4:35 PM EST
Jimmie Johnson will again embark on a quest for his seventh Cup title, but he acknowledged and embraced Thursday he’s not the story at Hendrick Motorsports for 2015.
Rick Hendrick: No pressure on Jeff Gordon in final season, he just has to win 14 races and championship
Jan 29, 2015, 4:12 PM EST
There’s nothing like putting a little pressure on a guy, especially in his final season. Team owner Rick Hendrick expects Jeff Gordon to win 14 races and the championship in 2015!
Jan 29, 2015, 4:00 PM EST
Today’s NASCAR AMERICA runs for an hour and has a heavy No. 24 theme.
Jan 29, 2015, 3:15 PM EST
Ganassi, Sabates praise McMurray’s start to 2015.
Jan 29, 2015, 2:41 PM EST
Although he grew up a Jeff Gordon fan and was counseled by Gordon on his future, Kyle Larson will watch someone else drive the No. 24.
Jan 29, 2015, 2:35 PM EST
Fresh off a team win in the Rolex 24 at Daytona, Kyle Larson not only is keeping time better, he says it’s also time to win some races and contend for the Sprint Cup championship in 2015.
Jan 29, 2015, 1:52 PM EST
The 2014 Xfinity Series champion is announced as Jeff Gordon’s successor a day before his father, Bill Elliott, is inducted in the Hall of Fame.
Jan 29, 2015, 1:00 PM EST
British youngster will combine this role with a full season in GP2 with DAMS.
Jan 29, 2015, 12:10 PM EST
The 2014 Xfinity Series champion will make his Sprint Cup debut in March before moving full time to NASCAR’s premier series in 2016.
Dover Motorsports Inc. releases earnings report, sets sale of Nashville Superspeedway for end of February
Jan 29, 2015, 11:51 AM EST
Dover Motorsports Inc., one of only two independent track ownership groups in NASCAR, released its fourth quarter and yearly earnings report on Thursday. That included significant news on the pending sale of the DMI-owned Nashville Superspeedway.
Jan 29, 2015, 11:20 AM EST
After a winless 2014, wins are the priority for Richard Childress Racing in 2015.
Video from NASCAR America
- Track executive arrested, charged with indecent exposure and lewdness 0
- Why Hendrick won’t retire the No. 24 1
- Brasilia IndyCar race is canceled 1
- Rick Hendrick: No pressure on Jeff Gordon in final season, he just has to win 14 races and championship 3
- Column: Chase Elliott’s promotion perfectly timed for NASCAR 8
- Chase Elliott will replace Jeff Gordon as No. 24 driver next season 5
- Truex’s girlfriend passes milestone in cancer recovery 0