Anta, Klay Thompson Negotiating Contract Extension Butler Covers Brown In Visa, PapaJohns.com Spot Evernham Excited About Dodge's Potential Return HScott No Longer Competing In NASCAR Dodge Planning On Return To NASCAR? Beverage Analysts Optimistic About Monster Deal NHL Has Issue Shipping New Leafs Jerseys To Canada Monster Energy To Title Top NASCAR Series Monster's Title Sponsor Deal Worth Less Than Sprint's Tiger's Deal With Monster Energy Is Multiyear
SBD/August 5, 2011/Marketing and Sponsorship
RFR President Newmark Says Re-signing Edwards Was Not Product Of Bidding War
Published August 5, 2011
TOO IMPORTANT TO LOSE: ESPN.com's Terry Blount reported Roush "couldn't come close to what Joe Gibbs Racing was offering Edwards, reportedly in the neighborhood of $8 million a year and a $10 million signing bonus." Ford then "came to the rescue in an unprecedented move to salvage the negotiations." Blount: "It was the right thing to do. Without Edwards, Ford's marketing potential in NASCAR would have decreased substantially." Edwards is a "marketing machine, a prototypical modern-day driver who is as comfortable in front of a camera as he is behind the wheel," and he is Ford's "signature star." Blount: "Every available dollar had to be spent to keep him" (ESPN.com, 8/4). In Richmond, Paul Woody notes Ford is "enjoying a resurgence in consumer sales," and it "needs Edwards, photogenic and telegenic, at the wheel of the No. 99 Ford Fusion." Woody: "Did you catch him on Regis and Kelly in June? Smooth. Suave. Witty. Managed to mention he drives a Ford, putting that brand in the minds of a demographic group not necessarily associated with stock car racing" (RICHMOND TIMES-DISPATCH, 8/5). SI.com's Tim Tuttle wrote Ford "invested in Edwards because he's the flagship driver on their flagship team." Ford "hasn't won a Cup championship since 2004 with Roush Fenway's Kurt Busch" (SI.com, 8/4). In Dallas, Gerry Fraley writes Ford is one of the winners in the deal as Edwards "helps prop up Ford's presence." Fraley: "Look for Ford to make the most of the relationship" (DALLAS MORNING NEWS, 8/5). USA TODAY's Nate Ryan writes "beyond cash," Ford's "enticements could include more branding and endorsement opportunities for image-savvy Edwards, putting his face in new social-media platforms, commercials and TV programming" (USA TODAY, 8/5).
CHILLING EFFECT ON MARKET: In Milwaukee, Dave Kallmann writes if Edwards had gone to JGR, it "would have opened a desirable seat and started the dominoes tumbling." But with "that option (and leverage) gone, look for the remaining free agents, most notably Juan Pablo Montoya and Clint Bowyer, to re-sign quickly with their current teams" (MILWAUKEE JOURNAL SENTINEL, 8/5).