The "rate at which NASCAR products has grown over the
last several years" is "shocking," according to Agoglia &
Bronson of SPORTING GOODS BUSINESS, who write that $925M
worth of NASCAR-licensed products was sold in retail last
year, and sales of more than $1B are expected "by the
Millennium." Much of NASCAR's and its teams' success "can
be attributed to the ... sport's customized licensing
attack." Agoglia & Bronson: "Essentially, NASCAR operates
like a 'big brother' of sorts, aiding each one of its
drivers in the search for the best licensees but leaving the
ultimate decision up to the driver and his team." NASCAR
VP/Marketing George Pyne: "The benefit of an independent
contract is far better for the sport. Ninety percent of our
products are cross-licensed with NASCAR. But at the end of
the day, the decision still rests with the drivers." Dale
Earnhardt Inc. President Don Hawk: "NASCAR thinks first of
the drivers, the teams and their sponsors." NASCAR "plans
to become more involved" with retailers this year, "similar"
to its relationship with its drivers/teams. Meanwhile, CART
has "picked up some speed with its licensing program," with
$40M in licensed sales in '98, up 60% from '97, but it
"continues to ride shotgun" to NASCAR (SGB, 2/8 issue).
