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WHAT THE DALE IS GOING ON! BIG BUCKS FROM EARNHARDT'S WIN?

          The marketing of Dale Earnhardt after his Daytona 500
     win was examined by Gerald Martin of the Raleigh NEWS &
     OBSERVER.  Earnhardt's company now has 109 Earnhardt
     registered trademarks in 19 countries and the U.S.  Dale
     Earnhardt Inc. President Don Hawk said Earnhardt's deals are
     moving into the "millions": "That's where we're headed, and
     the question is whether it goes from single-digit millions
     to doubles, and how far beyond that."  Sporting Goods
     Business Editor Andy Bernstein said, however, that Earnhardt
     probably left "millions of dollars on the table" following
     his Daytona 500 victory.  Bernstein: "The hot-market
     business (the day or two after the event), is gone. ... 
     That's where NASCAR has struggled."  Hawk said that no
     merchandise was ready following Earnhardt's Daytona win
     because "he's superstitious, and he doesn't want anything
     done in advance" (Raleigh NEWS & OBSERVER, 2/22).  In
     Charlotte, Clifford Glickman reported that Hawk had 30-40
     offers for Earnhardt the day he won at Daytona, including a
     Burger King commemorative cup and possible commercial, and
     "some ideas" from Coca-Cola (CHARLOTTE OBSERVER, 2/23).  
          LICENSE TO DRIVE: Martin also reported that NASCAR is
     in the process of streamlining its licensing, and although
     it does not coordinate or have control of the marketing or
     licensing of its teams, "it is working closer with them to
     make what's good for one ... good for all."  Team marketing
     execs are working with NASCAR, especially to wipe out
     counterfeits. NASCAR VP Brian France: "Our look at licensing
     is a lot different than how we looked at it a few years ago. 
     We really weren't complementing our core business."  France
     added that because of fragmentation, NASCAR is still "way
     short of where we need to be" (NEWS & OBSERVER, 2/22).

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Related Topics:

Burger King, Coca-Cola, NASCAR

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