Four years after making waves in NASCAR by signing on as the primary sponsor of Dale Earnhardt Jr., Amp Energy is phasing its brand off the car of Junior.
PepsiCo is expected to announce this week that Diet Mountain Dew will replace its Amp Energy brand as Earnhardt's primary sponsor for 16 races in 2012.
The company has the primary sponsorship rights for 20 total races on the No. 88 car, and Amp will serve as an associate sponsor while also appearing on the hood for the other four races. The National Guard will continue to be the primary sponsor for the other 18 races Earnhardt drives.
The shift is a major downsizing in the sponsorship between Amp, an upstart energy drink, and Earnhardt, the sport's biggest driver. Pepsi, which owns Amp and Mountain Dew, has one year left on its contract with Earnhardt and Hendrick Motorsports, and the company's executives believe Diet Mountain Dew, which is one of the fastest-growing soft drinks, stands to benefit more from Earnhardt than Amp.
"The story is really about opportunity," said George Cox, Mountain Dew brand manager. "With Dew, Dale and NASCAR there's this awesome marriage. Dale is the embodiment of the person we're trying to target with Diet Dew. We wanted to tap into that equity Dew has in NASCAR and put it into overdrive with Dale."
Pepsi and Hendrick Motorsports are expected this week to unveil a new paint scheme for the No. 88 car for next year's Daytona 500. The unveiling comes just weeks after Earnhardt signed a five-year extension with Hendrick Motorsports that will keep him with the team until 2017.
PepsiCo is expected to announce this week that Diet Mountain Dew will replace its Amp Energy brand as Earnhardt's primary sponsor for 16 races in 2012.
The company has the primary sponsorship rights for 20 total races on the No. 88 car, and Amp will serve as an associate sponsor while also appearing on the hood for the other four races. The National Guard will continue to be the primary sponsor for the other 18 races Earnhardt drives.
The shift is a major downsizing in the sponsorship between Amp, an upstart energy drink, and Earnhardt, the sport's biggest driver. Pepsi, which owns Amp and Mountain Dew, has one year left on its contract with Earnhardt and Hendrick Motorsports, and the company's executives believe Diet Mountain Dew, which is one of the fastest-growing soft drinks, stands to benefit more from Earnhardt than Amp.
"The story is really about opportunity," said George Cox, Mountain Dew brand manager. "With Dew, Dale and NASCAR there's this awesome marriage. Dale is the embodiment of the person we're trying to target with Diet Dew. We wanted to tap into that equity Dew has in NASCAR and put it into overdrive with Dale."
Pepsi and Hendrick Motorsports are expected this week to unveil a new paint scheme for the No. 88 car for next year's Daytona 500. The unveiling comes just weeks after Earnhardt signed a five-year extension with Hendrick Motorsports that will keep him with the team until 2017.