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Volume 24 No. 155

Marketing and Sponsorship

Heading into ESPN’s portion of the NASCAR Sprint Cup Series schedule, Jimmie Johnson leads all drivers in sponsor TV exposure, garnering $75.3M during points-race telecasts (26 telecasts including replays), according to data from sponsorship measurement firm Joyce Julius. Johnson has led all Sprint Cup drivers the last two seasons, even when he finished second in ’12 Chase for the Sprint Cup. He currently sits second in the standings behind Brad Keselowski, who comes in at No. 4 in Joyce Julius’ rankings with $54.6M in exposure. Dale Earnhardt Jr. ranks No. 2 in exposure value with $68.4M, while Kevin Harvick (sixth in standings) is No. 3 with $60.9M. Michael Waltrip’s No. 66 car, which has also been driven by Jeff Burton, Brett Moffitt and Tomy Drissi, ranks No. 7 in exposure. Around 93% of the exposure came from Waltrip’s appearance on the Fox set during the rain delay at the Daytona 500.

NASCAR SPRINT CUP SERIES: DRIVER EXPOSURE THROUGH JULY 13 RACE
RANK
DRIVER(S)
EXPOSURE TIME
MENTIONS
VALUE
1
Jimmie Johnson
21:58:17
105
$75,323,625
2
Dale Earnhardt Jr.
16:43:34
83
$68,447,875
3
Kevin Harvick
18:50:13
132
$60,914,465
4
Brad Keselowski
17:34:54
118
$54,633,465
5
Jeff Gordon
18:45:50
84
$54,396,315
6
Kyle Busch
11:23:59
96
$47,766,015
7
Michael Waltrip/Jeff Burton/
Brett Moffitt/Tomy Drissi
8:50:10
10
$44,558,080
8
Joey Logano
14:30:42
97
$40,729,855
9
Denny Hamlin/Sam Hornish Jr.
8:35:05
92
$37,063,970
10
Clint Bowyer
9:13:23
25
$31,301,125
11
Matt Kenseth
9:49:32
81
$30,947,940
12
Carl Edwards
9:18:28
82
$30,247,150
13
Kyle Larson
10:23:36
37
$29,470,910
14
Tony Stewart
7:59:04
33
$29,267,395
15
Kurt Busch
8:39:40
48
$28,953,225
         

PICK YOUR SPOTS WISELY: There were 63 Twitter hashtags that received coverage during race telecasts, with #HowDoYouKFC receiving the top exposure value at $2.9M. There also were 139 Twitter handles appearing, with @BudweiserRacing leading the way with $1.1M in exposure. Toyota tops all manufacturers with $93.2M in exposure value.

NOTES: Figures reflect 19 points races to date (Fox, TNT, FS1). Replays were on FS1 and FS2. The Sprint All-Star Race and Budweiser Duels were not included. Also included were rain delays. For the Texas Motor Speedway race in April, exposure was measured for the Monday race after Sunday was rained out.

Under Armour on Thursday said that "years of investing in global expansion and footwear is starting to pay off," as consumers are buying into UA's strategy of "transforming itself into an international brand known for performance-based footwear as much as for its core clothing business," according to Lorraine Mirabella of the Baltimore SUN. UA CFO Brad Dickerson said that the company has been "laying the groundwork for international growth and is starting to show results." Mirabella notes UA made its "first international push eight years ago into Europe and now has a presence in markets such as Brazil, Chile, China and Japan." Sterne Agee analyst Sam Poser said UA "is well on its way to becoming the solid #2 player" in the industry, eclipsing adidas. But UBS Securities analyst Michael Binetti said the company faces "intense competition from several established global athletic and footwear brands with significantly larger budgets for product development and marketing." Mirabella notes UA's "fast-growing direct-to-consumer channel -- via branded stores and online -- now accounts for less than" 31% of distribution but will be a "big part of the international growth." The company will have "five Brand House stores" in the U.S. by year's end, but it is "opening more branded stores outside the country." UA also will have "almost 10 in Latin America and China" by the end of '14, and at "least a dozen more that will be owned and run by retail partners" (Baltimore SUN, 7/25).

PLANK DIVING: UA Founder, Chair & CEO Kevin Plank was profiled Thursday by ESPN's Hannah Storm, who noted the story of how Plank turned the company "into a still-growing multi-billion dollar business is almost inconceivable." Plank was asked about what mistakes he has made and what he learned from them. He said, "Our first women's line is one that I'm always quick to say, 'That's a place we learned a lot of lessons.' Our initial strategy that we took was, 'This is going to be a piece of cake: Shrink it and pink it and let's go.'" Storm said UA is "now thinking out of the box, finding new faces, like ballerina Misty Copeland, to market his women's line." Plank: "We've opened up the spectrum of what and who we are. We're now also talking to the athletic female." Storm wondered how UA can maintain its "authenticity when you get to be a multi-billion company?" Plank: "If you're focused on what got us here versus where we're going, you're in the wrong place. Frankly, we're not done until we're the No. 1 brand in the world" ("In Focus With Hannah Storm," ESPN, 7/24).