By Barry Janoff
May 15, 2014: What is faster than a speeding, bullet? More powerful than a locomotive? Able to leap tall buildings in a single bound?
Some would say Superman. But following a new alliance between Hendrick Motorsports and Warner Bros. Consumer Products in conjunction with DC Entertainment, the answer would be Nascar drivers Dale Earnhardt Jr., Jeff Gordon, Jimmie Johnson and Kasey Kahne.
The four DC Entertainment heroes in the mix include Superman, Batman, Flash and Green Lantern.
According to Hendrick Motorsports, the three-year alliance with Warner Bros. Consumer Products and DC Entertainment would "allow the team and its partners to develop consumer promotions and original content to engage youth, drive fan excitement and energize licensed merchandise initiatives."
Financial terms were not released.
The alliance will move from animation to reality during upcoming Sprint Cup Series events at Charlotte Motor Speedway (May 25) and Michigan International Speedway (June 15). At both races, Superman's image will be featured on Earnhardt’s No. 88 National Guard Chevrolet SS.
Among other upcoming potential activations will be more car paint schemes and comic books and digital content incorporating DC Comics superheroes and illustrated likenesses of the Hendrick Motorsports drivers.
The alliance will also enable Earnhardt Jr., Gordon, Johnson and Kahne to have "exclusive opportunities to align with upcoming Warner Bros. Consumer Products and DC Comics-inspired programming and releases."
An online destination, the Superman Hall of Heroes, is being is being created to include items that combine aspects of Nascar with DC Entertainment.
“We are excited to partner on a long-term program that brings together Hendrick Motorsports’ superhero drivers with the superheroes of DC Comics,” Brad Globe, president for Warner Bros. Consumer Products, said in a statement. “This partnership will allow us to offer Nascar and DC Comics fans unique experiences that tap into the story lines of our characters and the successes of these four world-class athletes.”
Support will include Internet, social media destinations such as Twitter and Facebook and on-track activation.
“Working with Warner Bros. Consumer Products and DC Entertainment will make for an innovative and impactful partnership,” Rick Hendrick, owner of Hendrick Motorsports, said in a statement. “Adding value to sponsor relationships, developing an even stronger retail licensing platform and engaging with young people are high priorities for us. This collaboration will generate many opportunities in those areas.”
Hendrick Motorsports has had one-offs featuring DC heroes in the past, including a Superman paint scheme that Earnhardt Jr. featured last year at Michigan and a Batman trim on his car in 2012.
“Our partners have activated promotions around Batman and Superman that remain two of the best programs we’ve ever seen at retail,” Patrick Perkins, Hendrick Motorsports’ vp-marketing, said in a statement. “We expect similar success with the Superman Hall of Heroes. It’s an excellent fit for the National Guard and a perfect kickoff to our new association with Warner Bros. Consumer Products and DC Entertainment."
Back to Home Page