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SBD/Issue 8/Sports Media
Blog Hound: New Earnhardt Jr. Sponsors, Number
Published September 21, 2007
Dale Earnhardt Jr. announced Wednesday that he will race the No. 88 Chevrolet in Sprint Cup races for Hendrick Motorsports in '08 and will be sponsored by PepsiCo's Amp Energy Drink and the U.S. National Guard. Since that announcement, the blogosphere has been inundated with opinions on the look of the new cars and what the future holds for the No. 88 and these new relationships.
| Topix.com Posted by: Junior Nation |
| “I would have liked to see the 8's look like they do on his Bud car but I'm sure Mother Teresa would have had a fit. Everything will look great come Feb '08.” |
| Kathy’s Pit Stop Posted by: Kathy |
| “I don't know about the Jr. fans, but I'm not thrilled with the number or the style of it. I was kind of hoping for the #81. While the #88 isn't a bad number, I usually associate it with Dale Jarrett.” |
| Race Driven Posted by: Racedriven |
| “Dale Jr. had a lot of input and despite a little green on one car, they both look great. Personally I like the Blue and white paint scheme with National Guard on board the best.” |
| geosciblog Posted by: joe-6-pack |
| “The #8 t-shirts and jerseys will now become hallowed collectors' items and will not have a stench about them - in contrast to Michael Vick's #7 Atlanta Falcons NFL t-shirts and jerseys.” |
| KLQ Posted by: KALIQ0 |
| “The new number and sponsor are another step in the rebranding of Earnhardt from party boy to serious corporate pitchman, one that now can be heavily marketed to the under-21 crowd.” |
BUILDING THE BUZZ: Sports Media Challenge’s Buzz Manager analyzed the buzz surrounding Dale Earnhardt Jr. unveiling his new number and his new car. The Buzz reached 10 out of 10 on the issue, as many blogs discussed the superstar’s announcement. 52.94% of bloggers reacted positively to the announcement. Click here for more information. Visit www.SportsBusinessDaily.com for more info.
- The topic measured 10 out of 10 on The Buzz, indicating a high level of interest.
- Positive sentiment/exposure stems from bloggers who felt that changing the number and the sponsors should bring a more mature image to Earnhardt. Others point to the family connection and are excited that the No. 88 was once driven by Jr.’s grandfather, Ralph Earnhardt. Bloggers also extend thanks to Yates Racing, as they were the ones who gave up the No. 88 for Dale Jr.
- Negative sentiment/exposure stems from bloggers who feel that the Bud car was a better sponsor for Earnhardt. Others criticized the color scheme and graphic design of the new car. Bloggers also mentioned that it might take time for these changes to sink in with his very loyal fan base.
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