Imagine walking into a Wal-Mart store next year and seeing Jeff Gordon as your greeter. Well that’s not, literally, going to happen.
On the other hand, according to a report in Sports Business Journal Gordon’s, team Hendrick Motorsports is in talks with the giant retailer.
According to the article Wal-Mart had been courted for years, but there was not enough interest.
“It’s very significant,” said Mark Dyer, senior vice president at IMG and formerly chief of the licensing division at NASCAR until 2007. “We tried for years to get Wal-Mart’s attention when I was at NASCAR and we made some inroads. If they truly decide to take a position in the sport, that’s a big deal to get a company that should have been in that space all along.”
Gordon’s No. 24 Chevrolet has been associated with DuPont, the world’s second largest chemical company, since his Sprint Cup debut in 1992 – but that association will end this year.
At a time when finding new major sponsors is the addition of Wal-Mart could have the effect of a heart transplant on NASCAR’s shrinking sponsorship base.
What might make the difference this time is that Wal-Mart’s vendors, famous brands could be part of the deal. And then there’s the matter of licensed products.
A close comparison could be to Target the sponsor of the Earnhardt Ganassi Racing team No. 42 of Juan Pablo Montoya and sponsorship of Chip Ganassi’s IndyCar team.
In particular, on the open wheel side while Target is the main name driver, Dario Franchitti, has raced with products sold at Target as the main sponsor of his car from time-to-time.
And while there is no indication of a signed deal with Wal-Mart there is likewise no indication whether the No. 24 will race in Wal-Mart livery or some of the favored products.
Another point is product placement at the various retail stores. Wal-Mart may request a brand to contribute to the sponsorship in exchange for a favorable store placement.
Then there’s the subject of NASCAR-marked merchandise.
Finally, although the Alabama-based Wal-Mart is primarily based domestically, where sales have been declining an international push in countries such as Mexico, Brazil and China was been successful.
As NASCAR has also been looking for a hook to take its’ sport internationally it could work out even better.
Even if Jeff Gordon doesn’t wish customers “have a nice day,” on the way to the parking lot.
On the other hand, according to a report in Sports Business Journal Gordon’s, team Hendrick Motorsports is in talks with the giant retailer.
According to the article Wal-Mart had been courted for years, but there was not enough interest.
“It’s very significant,” said Mark Dyer, senior vice president at IMG and formerly chief of the licensing division at NASCAR until 2007. “We tried for years to get Wal-Mart’s attention when I was at NASCAR and we made some inroads. If they truly decide to take a position in the sport, that’s a big deal to get a company that should have been in that space all along.”
Gordon’s No. 24 Chevrolet has been associated with DuPont, the world’s second largest chemical company, since his Sprint Cup debut in 1992 – but that association will end this year.
At a time when finding new major sponsors is the addition of Wal-Mart could have the effect of a heart transplant on NASCAR’s shrinking sponsorship base.
What might make the difference this time is that Wal-Mart’s vendors, famous brands could be part of the deal. And then there’s the matter of licensed products.
A close comparison could be to Target the sponsor of the Earnhardt Ganassi Racing team No. 42 of Juan Pablo Montoya and sponsorship of Chip Ganassi’s IndyCar team.
In particular, on the open wheel side while Target is the main name driver, Dario Franchitti, has raced with products sold at Target as the main sponsor of his car from time-to-time.
And while there is no indication of a signed deal with Wal-Mart there is likewise no indication whether the No. 24 will race in Wal-Mart livery or some of the favored products.
Another point is product placement at the various retail stores. Wal-Mart may request a brand to contribute to the sponsorship in exchange for a favorable store placement.
Then there’s the subject of NASCAR-marked merchandise.
Finally, although the Alabama-based Wal-Mart is primarily based domestically, where sales have been declining an international push in countries such as Mexico, Brazil and China was been successful.
As NASCAR has also been looking for a hook to take its’ sport internationally it could work out even better.
Even if Jeff Gordon doesn’t wish customers “have a nice day,” on the way to the parking lot.