Deal with Sony points to change in Earnhardt's image

USA TODAY, June, 2007 by Nate Ryan

Dale Earnhardt Jr. is no longer the platinum-blond party animal who relished episodes of all-night revelry as a Nextel Cup rookie, and his new sponsors reflect that change.

Sony will announce today that NASCAR's most popular driver has signed a personal endorsement contract with the high-end consumer electronics company. Adidas is set to announce another deal with Earnhardt next month.

Thayer Lavielle, the vice president of marketing and brand development at Earnhardt's JR Motorsports, said the new business partners are a reflection of an older, wiser Earnhardt.

"I don't think we're trying to reposition him, I think we're evolving with him," Lavielle said. "He has grown a lot as a person since his rookie season, and as he matures, we have to grow his brand with companies that are authentic to who he is."

The question is whether that means the party ...