Walmart: A Jeff Gordon Perspective

In a time where elite sponsorship is so hard to secure, Hendrick Motorsports could be on the verge of ‘signing’ consumer giants Walmart to be a part of their operations starting in 2011.

In joining the sport, Walmart hopes to obtain NASCAR’s official apparel provider sponsorship. In other words, sponsoring just one driver becomes counterproductive. After all, Walmart is setting itself up as a sponsor for the entire sanctioning body.
This is where Hendrick Motorsports can compromise. Hendrick can offer Walmart four distinct drivers as part of a record sponsorship package. Split between Jeff Gordon, Jimmie Johnson, Dale Earnhardt and Danica Patrick, Walmart would have access to four entirely different demographics all under one team garage.

Best of all, each driver provides a winning pedigree, making it that much easier to activate each driver in stores and in the high stakes media/advertising world. Quite frankly, this would be a win for everyone involved - NASCAR included.
In particular, Jeff Gordon stands as the one to benefit from this the most. He and Walmart are a match made for Heaven. With little Ella and a second baby en route, Jeff Gordon is a perfect match for Walmart’s family-based marketing strategy.
At 38, a humbled and respected Jeff Gordon needs Walmart just as much as Walmart needs him, even if both sides have yet to realize it. With Dupont scaling back its support of the 24, this could be a turning point in the career of Jeff Gordon. Jeff has just a single win in two plus seasons and although most would agree that sponsorship isn’t the problem, it is a factor.

Some have questioned Gordon’s commitment since starting a family but make no mistake, the Drive for Five is still very much a priority. If there is one thing that Jeff Gordon wants more than anything for his career, it is for his family to see him as champion one final time.
Not to mention conquering the Chase for the Championship that has eluded and cheated Gordon on so many occasions. Gordon is taking aim for title number five and Walmart would be a major victory to reach those ends.
In conclusion, both fans of Jeff Gordon and the sport should be excited. Walmart marks several exciting opportunities for the sanctioning body. It spells a new era of success for both the sport and one of her most beloved figures.