Is Dale Earnhardt Jr. Still NASCAR’s Most Powerful Driver?
May 16, 2008
CIA Stock Photo, Inc.
Dale Earnhardt Jr. doesn’t believe he is NASCAR’s most powerful driver. Insisting there is a difference between power and popularity, he says, “I know I have a lot of fans because of my dad, because of me and because I’m at Hendrick Motorsports. But I can’t walk into the NASCAR hauler and say to [NASCAR President] Mike Helton, ‘I need this changed.’ I don’t have that kind of power.”
However, without its fans, NASCAR is nothing. And Junior’s influence with fans is what makes him powerful—not unlike Tiger Woods in golf.
When Woods skipped FedEx Cup tournaments in 2007, television ratings plummeted 108.3 percent. What would happen if Junior decided to forego a few races?
“Dale Earnhardt Jr. sitting out the Samsung 500 would be like Tiger Woods skipping The Masters,” Texas Motor Speedway President Eddie Gossage says. “It would yank the rug out from under NASCAR’s ratings and attendance. The world might even stop revolving around its axis.”
Junior’s sponsors expect his influence to carry into retail stores and recruiting offices.
“That is why sponsors sponsor people, to help influence decisions,” Junior says. “I guess my popularity can help sell more AMP Energy Drink and I can be a good role model for the National Guard.”
Beyond satisfying sponsors, the 33-year-old is every retailer’s dream. Currently, Junior-related products account for more than 50 percent of total sales on NASCAR’s SuperStore.
Adidas is even banking on Junior’s appeal to sell NASCAR gear in major sporting goods stores—where it has never succeeded before.
If the camped-out throng waiting for the debut of his Adidas apparel at the Daytona Beach Sports Authority store on Feb. 15 is any indication, fans will go wherever Junior goes.
Even though he may disagree, Junior is NASCAR’s most powerful driver.
