Edwards Among Most Marketable, Recognizable Drivers In NASCAR

Edwards Becoming One Of NASCAR's Most Marketable Drivers

NASCAR driver Carl Edwards, aside from driver Dale Earnhardt Jr., "may be NASCAR's most marketable and recognizable driver," as his "charisma, his dimpled smile, boy-next-door looks, chiseled body and signature backflip ... have sponsors beating down his garage door," according to Randy Covitz of the K.C. STAR. Aflac Motor Sports Business Manager Steve Steinhauer, whose company will serve as primary sponsor of Edwards' No. 99 Sprint Cup Ford beginning in '09, said, "With Carl, he's clean-cut, looks good and he's very into promoting his sponsors. He's a perfect prototype." Ford earlier this month ago launched a "I'm Driving One" ad campaign featuring Roush Fenway Racing drivers Edwards, Greg Biffle and Matt Kenseth, as well as NHRA drivers John and Ashley Force, and Ford Racing NASCAR Marketing Manager Tim Duerr said, "When Carl Edwards speaks, his fans listen." SportsBusiness Journal motorsports reporter Michael Smith: "Everybody gets in line behind Dale Jr. But I would say there's a pretty fierce competition for that No. 2 slot. ... Right now, I would say Carl is in that position, when you look at the deals he's got going and how attractive he's become." Covitz noted according to the Davie Brown Index, Edwards' attribute average score "measuring awareness, appeal, influence and trust" is 75.49, which is "tops in NASCAR." That is also higher than scores for golfer Tiger Woods, Colts QB Peyton Manning, cyclist Lance Armstrong and Yankees SS Derek Jeter. But Edwards' "overall awareness by consumers" is just 10.29. Millsport VP & Account Dir Ken Cohn said of Edwards, "He scores high in appeal. The problem is: As a brand, there is some work to do to get the general population to get to know about him. The more he is deployed in national advertising, the more people are aware of him" (K.C. STAR, 9/27).

FEEL THE MYSTIQUE: In Charlotte, David Poole reported a logo for Boise-based Mystique Salon & Spa will appear on Edwards' No. 99 car at yesterday's Camping World RV 400 at Kansas Speedway. Mystique "has been named the 'Official Small Business of NASCAR' as part of a promotion with Office Depot," the primary sponsor of Edwards' car (CHARLOTTE OBSERVER, 9/27).