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CHARLOTTE, N.C. — Rick Hendrick gave Kyle Larson a second chance in NASCAR because Hendrick Motorsports had wanted him in its lineup for years. Now that Hendrick has his man, he has locked Larson down for two more seasons with full sponsorship.

Hendrick on Wednesday told his 93 dealerships that the hottest driver in motorsports has signed a contract extension through 2023 and Larson will be fully sponsored by HendrickCars.com.

It may seem like the sponsorship is all Rick Hendrick’s money anyway, but the sponsorship for 35 races the next two years is paid for from the marketing budget of Hendrick Automotive. The deal is somewhat unprecedented because the website will also sponsor Larson in all his non-NASCAR events with branding on the nose of his dirt cars, helmets, gloves and firesuits.

“My dealerships, the general managers and the employees, they didn’t want anyone else on the car,” Hendrick told The Associated Press.

Larson joined HMS this season on the cheap after a nearly yearlong NASCAR suspension for using a racial slur. Sponsors were initially skittish so the Hendrick website for new and used cars bought some of the ad space on the No. 5 Chevrolet.

The site has been on Larson’s car in 14 races so far this season but only three of his five NASCAR victories. A different sponsor was on the car when Larson won at Charlotte Motor Speedway in May to make Hendrick the winningest team in NASCAR history and the automotive group was not pleased.

Hendrick told AP his marketing team at Hendrick Motorsports was actively selling Larson sponsorship and had offers, but the team owner halted all conversations when his automotive group said it wanted the ad space.

“I bumped it up about 20% once automotive committed,” Hendrick said. “We had one deal for the whole thing, so I made them step up and at least match the offer. And they did, they want as much as they can get.”

The top stars in NASCAR for years were identified by their sponsors but the branding faded in an unsustainable economic model and teams have been forced to sell ad space on their cars in chunks to multiple companies.

Ally, the sponsor for Hendrick driver Alex Bowman, is the only current company in the Cup Series with a full season of sponsorship and HendrickCars.com would have matched that commitment if Valvoline had not already bought three races for next year on Larson’s car; that deal is expected to continue in 2023.

“When we race on Sunday our people are excited when they get to work on Monday,” Darryl Jackson, vice president of financial services for Hendrick Automotive Group, told AP. “By the water cooler, on the showroom floor, in the service center, they are talking about their car. It is ‘My driver. My team.’

“When you put that together with the business, it just makes sense. More leads sell more cars, right? We’ve got to advertise somewhere, so why not advertise on one of our assets?”

Larson has won a Cup Series-high four points races this season, as well as the $1 million All-Star race. He is second in the championship standings and has won 10 times so far this year in non-NASCAR events.

He races at dirt tracks all over the country and has 56 wins since the start of 2020 – most of those coming outside of NASCAR during his 32-race suspension for using the slur while participating in an online race at the start of the pandemic.

Hendrick hinted at his automotive arm keeping the sponsorship following Larson’s win at Nashville last month and said he wouldn’t sell the No. 5 car in a “piecemeal deal because I think it’s worth more to me than to do that.”

The data proved Hendrick right.

Jackson said since the paint scheme was revealed in February, traffic to the HendrickCars.com website has exploded. Five of the six highest-trafficked days this year followed races in which Larson contended with the website as his sponsor.

“He’s created total lead generation value of $1.8 million and over $5 million in television exposure,” Jackson said. “And we haven’t even gotten to the (playoffs) yet.”

Seven-time champion Jimmie Johnson retired from NASCAR at the end of last season and inked a sponsorship deal with Carvana for his transition from Hendrick Motorsports to IndyCar. Carvana has made significant ad buys during NASCAR races, but the Hendrick group insisted it felt no competitive pressure to increase its presence.

“Look, Kyle’s on-track performance and what we saw on the business side is what drove us to make this decision,” Brian Johnson, vice president of marketing at Hendrick Automotive Group, told AP. “Kyle has elevated our business platform in such a tremendous way that this makes sense. As someone who is responsible for our advertising spend, and all things have remained equal except for the addition of Kyle, I don’t know how else you correlate what he’s doing for the company.”

Exiled from NASCAR this time last year, the 28-year-old Larson would not have dreamed of such a fortunate turn in his career. He grew up a Jeff Gordon fan and to this day links the Hall of Famer with sponsor Dupont and its rainbow and flames paint schemes.

Larson was backed heavily by Target at the start of his NASCAR career but in eight seasons has never had one company fully committed to him.

“I want to be at Hendrick for the rest of my career and if I can have this sponsorship attached to me, I think that goes a long way for my brand and my fanbase,” Larson told AP. “Someday when I’m retired from Cup and only racing dirt cars, maybe they can back me there, too. … I feel like we’re just scratching the surface of what’s possible.”

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Grading the 4 Nations Face-Off rosters, plus snubs and surprises

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Grading the 4 Nations Face-Off rosters, plus snubs and surprises

The first-ever NHL/NHLPA 4 Nations Face-Off is many things.

It’s a midseason exhibition tournament that replaces the NHL All-Star Game for a change of pace. It’s an antipasto of international hockey ahead of the Italian feast of the 2026 Winter Olympics in Milan. It’s also the first time that a generation of Canadian and American superstars get to battle for bragging rights and a championship — although Sweden and Finland will have something to say about that.

On Wednesday, those four nations reveal their rosters for the 4 Nations Face-Off, taking place from Feb. 12-20 in Montreal and Boston. The U.S. and Canada will announce their rosters at 7 p.m. ET, while Finland’s and Sweden’s reveals arrived earlier in the day. Some of the names are very expected, and some of the selections are a bit surprising.

Here’s how the rosters grade out — at each position group and overall — and which NHL players might be feeling snubbed by their home nations after these roster reveals.

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NHL 4 Nations Face-Off Central: Schedule, rosters, news, how to watch

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NHL 4 Nations Face-Off Central: Schedule, rosters, news, how to watch

Instead of having an All-Star Game this season, the NHL and NHLPA are staging the 4 Nations Face-Off, which will run from Feb. 12 through Feb. 20. This is a round-robin tournament that will feature four national teams — Canada, Finland, Sweden and the United States — with NHL players from those nations filling the rosters.

Read on for full coverage of the event, including rosters, schedule and broadcast information from the opening round games all the way through the championship matchup.

More: Schedule
Roster grades, snubs
Everything you need to know

Game schedule

Note: All times Eastern.

Wednesday, Feb. 12: Canada vs. Sweden, 8 p.m. | TNT
Thursday, Feb. 13: USA vs. Finland, 8 p.m. | ESPN
Saturday, Feb. 15: Finland vs. Sweden, 1 p.m. | ABC
Saturday, Feb. 15: USA vs. Canada, 8 p.m. | ABC
Monday, Feb. 17: Canada vs. Finland, 1 p.m. | TNT
Monday, Feb. 17: Sweden vs. USA, 8 p.m. | TNT
Thursday, Feb. 20: Championship game, 8 p.m. | ESPN


Rosters

Note: Players are listed alphabetically by position. These are not projected lineups.

Finland

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National signing day live: Commits, flips, rumors and best moments

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National signing day live: Commits, flips, rumors and best moments

College football’s national signing day has kicked off with the early signing period. Class of 2025 high school recruits are now able to sign their national letters of intent to lock them into the colleges of their choice.

With 16 ESPN 300 commitments, Georgia starts the signing period with the No. 1 class in ESPN’s rankings. However, the top spot has not been locked down completely and has changed hands a few times this cycle. Most programs will sign the majority of their class this week, but recruiting is far from over. If a prospect doesn’t sign a national letter of intent by Friday, the next national signing day for this cycle begins Feb. 5, 2025.

We’re tracking the latest news, analysis, class rankings movement and more throughout Wednesday, with latest updates at the top:

coverage:
Class rankings: Top 50 schools
Last-minute intel, flips to watch

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