But the category's growth has stalled recently. 88 Chevrolet.Īt the time, Amp was the fifth-largest player in a fast-growing category, which then had more than $6 billion in annual sales. The sponsorship was valued at $25 million to $30 million and made the brand the primary sponsor for 20 races on the No. Its current agreement with Hendrick and Earnhardt runs through 2012, but the company has had a long-standing relationship with Hendrick that dates to 1996.Īmp Energy signed a deal with Hendrick Motorsports and Earnhardt in 2007, shortly after the team added Earnhardt to its stable in one of the sport's most anticipated free-agent signings. The unveiling comes just weeks after Earnhardt signed a five-year extension with Hendrick Motorsports that will keep him with the team until 2017.Ĭox said Pepsi plans to focus on developing its marketing and activation plans for Diet Mountain Dew and won't begin discussing a possible renewal with Hendrick until next year. Pepsi and Hendrick Motorsports are expected this week to unveil a new paint scheme for the No. We wanted to tap into that equity Dew has in NASCAR and put it into overdrive with Dale." Dale is the embodiment of the person we're trying to target with Diet Dew. "With Dew, Dale and NASCAR there's this awesome marriage.
"The story is really about opportunity," said George Cox, Mountain Dew brand manager. Pepsi, which owns Amp and Mountain Dew, has one year left on its contract with Earnhardt and Hendrick Motorsports, and the company's executives believe Diet Mountain Dew, which is one of the fastest-growing soft drinks, stands to benefit more from Earnhardt than Amp.
The shift is a major downsizing in the sponsorship between Amp, an upstart energy drink, and Earnhardt, the sport's biggest driver. The National Guard will continue to be the primary sponsor for the other 18 races Earnhardt drives. 88 car, and Amp will serve as an associate sponsor while also appearing on the hood for the other four races. The company has the primary sponsorship rights for 20 total races on the No. PepsiCo is expected to announce this week that Diet Mountain Dew will replace its Amp Energy brand as Earnhardt's primary sponsor for 16 races in 2012. Special to the Sporting News NASCAR Wire Serviceįour years after making waves in NASCAR by signing on as the primary sponsor of Dale Earnhardt Jr., Amp Energy is phasing its brand off the car of the sport's most popular driver.
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