DEI Tabs Victory Management To Handle Legacy Business
By Michael Smith, Staff Writer, SportsBusiness Journal
Dale Earnhardt Inc. (DEI) has hired Victory Management Group, Charlotte, to lead the licensing, marketing and public relations around the late Dale Earnhardt's legacy business and the emerging racing career of Earnhardt's grandson, Jeffrey Earnhardt. Victory will work with DEI's new Exec VP & GM Jeff Steiner on a rebranding campaign that will include a new focus and new look. The new DEI marks are in the process of being created by Phire Branding, Michigan. With Victory taking over the licensing business, longtime DEI VP/Licensing Joe Hedrick has left the company. Victory Management President David Hynes, a former CMO at Action Performance when it was a leader in the licensing and diecast car business, said, "We're very excited for the opportunity to basically breathe additional life into Dale's legacy." Hynes: "There are so many stories still to be told and such a connection there with the fans. There's a real longing by the core fan to get back to the way it was when Dale was alive and we think there's a nostalgia platform that will loom large in the hearts and minds of the core NASCAR fan." DEI's Sprint Cup racing program merged with Chip Ganassi Racing to form Earnhardt Ganassi Racing prior to this season, but DEI remains a separate entity that runs the business of Earnhardt's legacy.
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