Motorsports gear on track to expand: NASCAR leads the race - In The News - National Association for Stock Car Auto Racing - VF Jeanswear L.L.P - Brief Article

DSN Retailing Today, Feb 23, 2004

CHARLOTTE, N.C. -- Gentlemen, women and children, start your engines. New motorsports products are racing to market. The leader of the pack, NASCAR, has been driving licensing revenues in an expanding array of categories, far beyond the typical hats and T-shirts.

"We have been successfully building our merchandising programs by focusing on 'alternative' categories; juniors fashion apparel, for instance," said Blake Davidson, managing director of licensed products for NASCAR.

NASCAR superstar Dale Earnhardt Jr. and VF Jeanswear are also on track to roll out a new line of denim, Wrangler Jeans Co., which features men's and boys denim and lifestyle gear. Earnhardt will help market the brand as part of this innovative arrangement.

While 50% of NASCAR sales come from merchandise bearing Earnhardt's name, other drivers are also a draw. Recently, M.Z. Berger (MZB) partnered with some of the other top names in NASCAR to produce a new line of watches that will be sold at premium price points across the market.

Although NASCAR dominates the racing scene, the NHRA is also looking to get more mileage out of its licensing program, as the trend motors ahead.