Gordon & Earnhardt have marketing appeal

In a marketing survey of the NASCAR Winston Cup Series, only four-time champion Jeff Gordon and Dale Earnhardt Jr were found to possess broad US national commercial appeal, according to The Sports Business Daily website. The report shows that Gordon and Earnhardt are by far the most marketable drivers in NASCAR

Gordon & Earnhardt have marketing appeal

The survey included 100 marketing, advertising and PR executives, sponsorship consultants, sports business journalists and NASCAR analysts over the past month. All were asked: "Who are the five most marketable drivers in NASCAR?" Drivers were then awarded points on a sliding scale with five points for a first-place vote down to one point for a fifth-place vote. The survey results for the top 10 drivers are:


Jeff Gordon, DuPont, 417

Dale Earnhardt Jr, Budweiser, 401

Jimmie Johnson, Lowe's, 164

Tony Stewart, The Home Depot, 162

Dale Jarrett, UPS, 96

Michael Waltrip, NAPA, 44

Rusty Wallace, Miller Lite, 31

Ryan Newman, Alltel, 22

Kyle Petty, Sprint Dodge, 18

Jeff Burton, Citgo, 16

Mark Martin, Pfizer/Viagra, 16

Gordon, whose corporate partners include DuPont, PepsiCo, Chevrolet and FosterGrants, received 49 first-place votes and was listed on 98 percent of the ballots. A close second was Earnhardt, who received 41 first-place votes, and was named on 99 percent of the ballots. Earnhardt's partners include Budweiser, Drakkar Noir, Nabisco and Chevrolet.

"Jeff Gordon and Dale Earnhardt Jr are clearly laps ahead of their competition in terms of marketing appeal on Madison Avenue," said Abraham Madkour, editor-in-chief of The Sports Business Daily. "Gordon posseses a unique cross-over appeal and is a proven winner for corporate America, while Earnhardt delivers the rare combination of a rock-star image and a legendary family name."

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