Warner Bros. Consumer Products (WBCP), in conjunction with DC Entertainment (DCE), has joined forces with 11-time NASCAR Sprint Cup Series champions Hendrick Motorsports in a unique three-year agreement that will allow the team and its partners to develop consumer promotions and original content to engage youth, drive fan excitement and energize licensed merchandise initiatives.
WBCP and DCE will work with Hendrick Motorsports and its partners to build on- and off-track programs teaming star drivers Kasey Kahne, Jeff Gordon, Jimmie Johnson and Dale Earnhardt Jr. with the most recognized characters in Super Hero lore, including Batman, Superman, The Flash and Green Lantern.
“We are excited to partner on a long-term program that brings together Hendrick Motorsports’ super hero drivers with the Super Heroes of DC Comics,” said Brad Globe, president, Warner Bros. Consumer Products. “This partnership will allow us to offer NASCAR and DC Comics fans unique experiences that tap into the storylines of our characters and the successes of these four world-class athletes.”
Potential programs include co-developed car paint schemes, comic books and digital content incorporating DC Comics Super Heroes and illustrated likenesses of Hendrick Motorsports drivers. Team partners will have exclusive opportunities to align with upcoming Warner Bros. Consumer Products and DC Comics-inspired programming and releases.
“Working with Warner Bros. Consumer Products and DC Entertainment will make for an innovative and impactful partnership,” said Rick Hendrick, owner of Hendrick Motorsports. “Adding value to sponsor relationships, developing an even stronger retail licensing platform and engaging with young people are high priorities for us. This collaboration will generate many opportunities in those areas.”
The first joint program will come to life around upcoming Sprint Cup events at Charlotte Motor Speedway (May 25) and Michigan International Speedway (June 15) where Superman, the world’s first and most recognized Super Hero, will be featured on Earnhardt’s No. 88 Chevrolet SS. The Superman-themed paint scheme will pair the Army National Guard with the Superman Hall of Heroes, a new online gift-giving portal that empowers consumers to honor their personal heroes; those who have made a positive impact on their lives or the lives of others.
“Our partners have activated promotions around Batman and Superman that remain two of the best programs we’ve ever seen at retail,” said Patrick Perkins, Hendrick Motorsports’ vice president of marketing. “We expect similar success with the Superman Hall of Heroes. It’s an excellent fit for the National Guard and a perfect kickoff to our new association with Warner Bros. Consumer Products and DC Entertainment.”