Wrangler Scales Back Parts Of Dale Earnhardt Jr. Deal

Earnhardt's Wrangler Agreement Is His Longest-Running Deal

Wrangler last month renewed its deal with NASCAR driver Dale Earnhardt Jr. for the '09 season, but due to the current economic downturn, Wrangler "reduced its commitment by ending its sponsorship" on Earnhardt's No. 88 Sprint Cup Chevy as well as his driver's suit, according to Erik Spanberg in a special to NASCAR SCENE. The relationship with Wrangler, which is Earnhardt's "longest-running deal," is now a "straight personal endorsement." Financial terms have not been disclosed. Wrangler reps said that they were "happy with the car and uniform sponsorships but made the move for budgetary and strategic reasons." Earnhardt is expected to be seen "just as much in TV ads, print spots and in retail promotions." A "new batch of TV ads in April" featuring Earnhardt are expected. Wrangler has used Earnhardt and QB Brett Favre in separate ad campaigns, a "plan that will remain in place for the near future." The company has "discussed a possible pairing of the two sports stars on a casual basis, but, so far, prefers keeping the current successful approach in place." Retail Sports Marketing Principal Jim Doyle, who works with Wrangler on the endorsements, said, "With a lot of endorsements, it's not always a natural fit. You wonder about it. But Dale Jr. in jeans is realistic -- you can see him and Brett Favre wearing Wranglers, not just in their commercials" (SCENEDAILY.com, 1/2).