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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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Nebraska nixes Tennessee home-and-home plan

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Nebraska nixes Tennessee home-and-home plan

The NebraskaTennessee football home-and-home football series scheduled for 2026 and 2027 will not be played after Nebraska opted out of the agreement.

Tennessee athletic director Danny White posted on X that Nebraska called off the series and added that Tennessee is “very disappointed” by the cancellation, especially so close to the initial game in 2026. The teams had been set to play in 2026 at Nebraska and at Tennessee the following year.

In a statement, Nebraska athletic director Troy Dannen explained renovations to the team’s stadium, which will temporarily lower seating capacity, ultimately led to the decision.

“We are making plans to embark on major renovations of Memorial Stadium that may impact our seating capacity for the 2027 season,” Dannen said. “The best scenario for us is to have eight home games in 2027 to offset any potential revenue loss from a reduced capacity. The additional home games will also have a tremendous economic benefit on the Lincoln community.”

The Cornhuskers announced they will host Bowling Green in 2026 and Miami (Ohio) in 2027 on the dates when it was originally set to play Tennessee. Nebraska has never faced either school. The team will play eight homes in 2027 for the first time since 2013.

The cancellation ends a nearly two-decade process around a Nebraska-Tennessee series, which was originally agreed upon in 2006 and set for the 2016 and 2017 seasons. In 2013, the two schools agreed to delay the games for a decade. Nebraska will pay $500,000 to get out of the scheduling agreement.

White told Volquest that the “buyout implications need to be much steeper” with an “old contract,” and the cancellation puts Tennessee in a bind. Tennessee, which opens the 2025 season against Syracuse in Atlanta, had its nonleague schedule set through the 2030 season. The school either must find an opponent who can fill the 2026 and 2027 dates for a home-and-home series, or explore neutral-site options.

“You really can’t pull an audible this late in the game,” White told Volquest.

Nebraska’s stadium renovation, the first phase of which had been set to begin after the 2024 season, has been delayed until after the 2025 season, at the earliest.

Tennessee and Nebraska have played only three times before, most recently in the 2016 Music City Bowl, won by the Vols. Nebraska beat Tennessee in the 1998 Orange Bowl to secure a share of the national title that season.

Tennessee has been on the other side of a similar situation. The Vols in 2021 canceled a game against Army for the next season in 2022 and added Akron instead.

Information from ESPN’s Chris Low was used in this report.

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Changing stripes: Yanks OK well-groomed beards

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Changing stripes: Yanks OK well-groomed beards

TAMPA, Fla. — The New York Yankees‘ facial hair and grooming policy, an infamous edict in place for nearly 50 years, was formally amended for the first time Friday.

In a statement, Yankees owner Hal Steinbrenner said the organization will allow “well-groomed beards” effective immediately, changing a rule his father, George, established in 1976.

“In recent weeks I have spoken to a large number of former and current Yankees — spanning several eras — to elicit their perspectives on our longstanding facial hair and grooming policy, and I appreciate their earnest and varied feedback,” Hal Steinbrenner said in the statement. “These most recent conversations are an extension of ongoing internal dialogue that dates back several years.

“Ultimately the final decision rests with me, and after great consideration, we will be amending our expectations to allow our players and uniformed personnel to have well-groomed beards moving forward. It is the appropriate time to move beyond the familiar comfort of our former policy.”

George Steinbrenner implemented the mandate before the 1976 season, leaving players with a choice of being clean-shaven or wearing a mustache. Hal Steinbrenner kept the policy in place after becoming chairman and controlling owner of the franchise in 2008.

Players overwhelmingly obliged with the order over the next five decades, from spring training through October, often before letting themselves go during the offseason, though a few have pushed the limits.

In the 1990s, for example, star first baseman Don Mattingly was fined and benched by manager Stump Merril for refusing to trim his mullet. Four years later, Mattingly wore a goatee for part of his final season in 1995.

This year, All-Star closer Devin Williams, acquired from the Milwaukee Brewers in December, reported for his spring training physical with a beard before shaving it down to a mustache for the team’s first workout the next day. On the other end, former Yankees Gleyber Torres and Clay Holmes reported to camp with their new teams sporting full beards.

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Sources: Gators to promote Callaway to OC

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Sources: Gators to promote Callaway to OC

The Florida Gators are expected to promote Russ Callaway to offensive coordinator, sources told ESPN on Thursday.

Callaway spent last season as Florida’s tight ends coach and co-coordinator. This move marks his third straight year with a promotion since joining the Gators in an off-field role in 2022.

Florida coach Billy Napier remains the play-caller. Callaway’s offensive responsibilities continue to grow, and he’ll remain with the tight ends in the position room.

Callaway, 37, has coordinating experience and time in the NFL. He spent 2016 to 2019 as Samford‘s offensive coordinator. From there, he spent a year at LSU as an analyst and a year with the New York Giants as an offensive assistant.

Florida, which finished 8-5, won four in a row to close last season, including wins over LSU, Ole Miss and at Florida State.

There’s optimism around Florida taking another jump in 2025 after true freshman quarterback DJ Lagway went 6-1 in seven starts. Florida returns 15 starters for 2025.

Callaway’s tight ends accounted for 44 receptions for 444 yards and five touchdowns in 2024.

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