SBD/September 17, 2012/Marketing and Sponsorship

Diet Mountain Dew To Scale Back Sponsorship Of Earnhardt Jr. For '13 Sprint Cup Series

Earnhardt Jr. says he is not worried about finding additional sponsors
NASCAR driver Dale Earnhardt Jr. “confirmed Diet Mountain Dew planned to cut back" on the races in which it will sponsor his Hendrick Motorsports No. 88 Chevy during the '13 Sprint Cup Series, according to Jim Utter of the CHARLOTTE OBSERVER. Earnhardt said that Hendrick had “interest from several companies to sponsor his team.” He said, “I would say in general we have more demand than supply” (CHARLOTTE OBSERVER, 9/15). ESPN.com’s David Newton noted Diet Mountain Dew was “contracted for 16 races this season with PepsiCo having the sponsorship rights for 20 races.” Earnhardt “did not say by how many that number would shrink.” But he "made it clear sponsorship is not an issue as it has been for other teams” (ESPN.com, 9/14). SPORTING NEWS’ Bob Pockrass wrote Earnhardt is “not worried about having an unsponsored car at Hendrick.” Earnhardt said that the Hendrick marketing department is “having talks with several companies to fill the unsold races on the No. 88 car” (SPORTINGNEWS.com, 9/14).
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