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.
NHRA: John Force rolls to No. 1 Funny Car qualifier in first race without former crew chief Jimmy Prock
Nov 1, 2014, 12:23 AM EDT
In his first race without crew chief Jimmy Prock, defending Funny Car champ John Force didn’t appear worse for the wear, grabbing the provisional No. 1 qualifying spot in the NHRA Toyota Nationals in Las Vegas.
Kyle Busch roars back to win Truck race at Texas; Matt Crafton gets closer to clinching championship
Oct 31, 2014, 11:45 PM EDT
Kyle Busch rallied from ninth place with five laps left in regulation time, then roared up through the pack and “set sail” to a green-white-checker victory in the Truck Series race Friday night at Texas Motor Speedway.
Oct 31, 2014, 8:57 PM EDT
16-time NHRA Funny Car champ John Force will make a major sponsorship announcement Saturday in Las Vegas, and is expected to follow that up Tuesday with what major auto manufacturer he’ll be aligned with in 2015.
Oct 31, 2014, 8:23 PM EDT
Kenseth says the only way he’d feel a little better about it is if Harvick manages to make the Championship Race.
Tony Stewart sets fastest qualifying speed ever on 1.5-mile track (200.111 mph), but Matt Kenseth wins pole at Texas
Oct 31, 2014, 8:17 PM EDT
Matt Kenseth won the pole Friday at Texas Motor Speedway, but Tony Stewart lived up to his nickname and smoked the field with the fastest qualifying speed ever on a 1.5-mile track.
Oct 31, 2014, 8:00 PM EDT
Complete with news and analysis, here is all of the action from the COTA paddock on practice day for the United States Grand Prix.
Oct 31, 2014, 7:15 PM EDT
Speaking to NBCSN’s Will Buxton, America’s great F1 hopeful speaks about recent events at Marussia and his hopes for the future.
Oct 31, 2014, 7:00 PM EDT
An on-the-ground perspective of the speed, sound and crowd from Austin second practice.
Racing legend Dan Gurney earns one of rarest and most prestigious awards for lifetime achievements (video)
Oct 31, 2014, 6:59 PM EDT
Very few race car drivers deserve to be called “legendary.” Dan Gurney is most definitely one of those, and was honored this week with the Edison-Ford Medal for his incomparable lifetime achievements.
Oct 31, 2014, 6:30 PM EDT
17-year-old Toro Rosso driver continues to prove that age is simply a number in racing.
Oct 31, 2014, 6:10 PM EDT
Austin Dillon was the fastest driver in Friday’s final Nationwide Series practice at Texas Motor Speedway. The defending NNS champ who is now in his rookie season in Sprint Cup, Dillon is making his first NNS start this season in Saturday’s race.
Oct 31, 2014, 6:00 PM EDT
Gauging the pulse of the fans on site at Austin.
Oct 31, 2014, 5:45 PM EDT
The Outlaw attempts the “Candy Corn Challenge” – fitting 100 pieces inside his mouth.
Oct 31, 2014, 5:30 PM EDT
Is there more to Fernando’s future than just McLaren?
Oct 31, 2014, 5:00 PM EDT
Administrators still hoping to get the team racing in Abu Dhabi, but will aim for the grid in 2015 if this is not possible.
Oct 31, 2014, 4:45 PM EDT
Reddick captures his second Truck pole in the last three races.
Oct 31, 2014, 4:32 PM EDT
British driver finishes just 0.003 seconds ahead of Rosberg in FP2, equating to just 6.7 inches around the Circuit of The Americas in Austin, Texas.
Oct 31, 2014, 4:00 PM EDT
The six-time Sprint Cup champion is driving the No. 48 Lowe’s “Red Vest” Chevrolet this weekend.
Oct 31, 2014, 3:45 PM EDT
Finnish driver has endured a difficult return to Maranello in 2014 after five years away.
Oct 31, 2014, 3:00 PM EDT
Chase competitors Kevin Harvick and points leader Jeff Gordon crack the Top 5 speeds.
Video from NASCAR America
- Kyle Busch roars back to win Truck race at Texas; Matt Crafton gets closer to clinching championship 0
- Tony Stewart sets fastest qualifying speed ever on 1.5-mile track (200.111 mph), but Matt Kenseth wins pole at Texas 1
- United States GP Paddock Notebook – Friday 0
- Hamilton inches away from Rosberg to top FP2 at COTA 0
- Sebastian Vettel to start United States GP from pit lane 0
- Hamilton quickest in first practice for United States GP 1
- 2014 United States Grand Prix Preview 0