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Motorsports Marketing Forum: Jimmie Johnson Reflects On The Early Days Of His Brand
Published December 4, 2013
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FUTURE OWNER? Several Sprint Cup drivers, including Kevin Harvick, Tony Stewart and Brad Keselowski, have owned teams in one of NASCAR’s national series, but Johnson does not see that in the cards, at least in the immediate future. “I know Tony grew up with a dream of being a car owner; I never had that dream,” Johnson said. “There have been opportunities along the way but I’ve just not been that interested. ... It’s just not for me.”
SELECTIVE SPONSORS: Being a six-time Sprint Cup champion, Johnson can be selective about his sponsorships, and it is no coincidence that some of his partnerships align with his personality and lifestyle. “I’m in a nice position now,” he said. “In the beginning … I had to just take the opportunities that came along. I remember the Gillette Young Guns, it was a good program for a good company, but some of the commercials I look back on, there’s no way in the world I’d agree on that now.”
* On being loyal to sponsors: “Loyalty is everything to me. It makes me comfortable. I operate and perform better when I have that space. I have that security and that stability at Hendrick Motorsports and Lowe’s.”
* On initial trepidation about using social media: “I just realized that I needed to have thicker skin.”
* On convincing viewers outside the sport that drivers are athletes: “We’re winning them over one at a time. We’ll get McNabb in a car here pretty soon and see what he can do.”
For more from the Motorsports Marketing Forum, please see our On The Ground blog.