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SBD/February 5, 2013/Marketing and Sponsorship
Paint By Numbers: DuPont Rebranding Means Changes For Jeff Gordon's No. 24 Sponsorship
Published February 5, 2013
INTIMIDATION FACTOR: USA TODAY's Gluck & Ryan note no one has driven the No. 3 car in the Sprint Cup Series since Dale Earnhardt's death in February '01, but Team Owner Richard Childress estimates fan support as roughly "85 (percent) positive" for the return of the No. 3. Childress' grandsons, Austin and Ty Dillon, last year "won with the number in the Nationwide and Camping World Truck series." Childress: "I hadn’t really had any plans of putting the 3 back in Cup, but it’s kind of re-energized a lot of the fans." Gluck & Ryan write there was a "groundswell of support" to retire the number in the wake of Earnhardt’s death on the last lap of the '01 Daytona 500. Instead, NASCAR, which "assigns and controls the car numbers, has allowed Childress to retain the right to field it again." Dale Earnhardt Jr. "has supported the idea" (USATODAY.com, 2/5).