Dale Earnhardt Jr. Convergence Campaign

I decided to examine the “synergy,” “extension,” and “franchising” techniques utilized by the National Association for Stock Car Auto Racing (NASCAR) through a case study of the driver Dale Earnhardt Jr. Dale Jr., as he known to his legions of adoring fans, has been voted the most popular driver in NASCAR since 2003. NASCAR is an attractive area of study because it is the United States number one spectator sport, it's fans are the most brand loyal in all of sport, and more Fortune 500 companies are involved with NASCAR than with any other sport.

SYNERGY
In 2005, PSB named NASCAR the United States #2 brand. That same year $2.1 billion worth of licensed NASCAR branded products were sold. Dale Jr. accounted for 25% of driver related licensed NASCAR merchandise sales during that time period. Dale is also a spokesman for Budweiser, who sponsors his #8 Chevy racing car. Dale also proves that girls do go nuts for Wrangler butts, as he is an official spokesman for that esteemed company. For a mere $27.95 ou can also join Jr. Nation and become an official member of his fan club. You will then be privy to discounts at his museum and the accompanying store located in Mooresville, NC. For all you hardcore fans the NASCAR website offers a fan community where you can create a profile, share videos, blog, chat, and message board with other members. Last but not least, the premiere tier of stock car racing is the Nextel Cup. The 2nd tier league is called the Busch Series.

EXTENSION
In addition to being one of America's most well attended sports, NASCAR also has lucrative television deals with TNT, ABC and ESPN. EA Sports produces the wildly popular NASCAR 08 which is available on several platforms including Playstation 2, Playstation 3, and XBOX 360. The game allows you to race as Dale Jr. and most other NASCAR drivers. You can also play fantasy NASCAR. Dale Jr. also has his own show on XM satellite Radio titled "Dale Jr's Unrestricted." Dale has also appeared on television commercials for ESPN's Sports Center and in the film "Talladega Nights: The Ballad of Ricky Bobby."

FRANCHISING
This past May NASCAR released its first comic, "NASCAR Heroes." The comic joins a long line of NASCAR related literature that is available through the NASCAR library. Of course NASCAR was eager to get the kids into mom and dads pocketbooks. In 2004 they teamed with Cartoon Network to bring NASCARtoons into the living room. There are also a long line of NASCAR remote control cars and other toys that could keep the kids busy for hours.