Earnhardt’s JR Motorsports Will Handle Licensing Rights

JR Motorsports To Handle Future Licensing Rights For Earnhardt Jr.

The future licensing rights to Dale Earnhardt Jr. will be negotiated by Earnhardt’s JR Motorsports (JRM), not Hendrick Motorsports, for whom he will drive for next season, according to Michael Smith of SPORTSBUSINESS JOURNAL.  It is “another indication of the way [Earnhardt] is maintaining control of his name and brand.” Earnhardt, whose licensing deals at DEI expire at the end of the season, will be the “only NASCAR driver whose personal company controls the licensing of his team’s merchandise and apparel.” Earnhardt’s licensing is “believed to generate $30[M] or more in revenue annually.” JRM VP/Licensing Joe Mattes said that he will “work closely with HG Licensing [a joint venture between driver Jeff Gordon and team owner Rick Hendrick], but JRM will have the authority to make its own deals.” Also, while DEI issued marks to about 70 licensees, JRM will be “more discriminating.” Mattes: "They’ll have to be the right ones. Less is more, in this case” (SPORTSBUSINESS JOURNAL, 7/23 issue).