Blog Entry

Earnhardt Jr. among sport's most popular brands

Posted on: October 6, 2011 9:37 pm
Posted by Pete Pistone

From News Release

MOORESVILLE, N.C. (October 6, 2011) – Dale Earnhardt Jr., an 18-time winner in the NASCAR Sprint Cup Series and eight-time NASCAR Most Popular Driver, ranked seventh on the World’s Most Valuable Athlete Brands list, published this week by (Read full story here.)

The Forbes Fab 40 uses a proprietary methodology to determine values of the top 10 names in sports in four categories: athletes, businesses, events and teams. The Daytona 500 was listed at No. 7 in the events category.  Earnhardt Jr. and “The Great American Race” were the only motorsports-related brands to make the Forbes Fab 40. (See Earnhardt Jr.’s photo & Forbes listing here.)

“The Forbes Fab 40 is for people interested in quantifying brand value using numbers and math,” writes Mike Ozanian of Forbes.

This marks the third time Forbes has published its “most valuable sports brands” list since introducing it in 2007.  Earnhardt Jr. was listed in the previous two, ranking eighth in 2007 and fourth in 2010.  Joining Earnhardt Jr. on the 2011 list are Tiger Woods, Roger Federer, Phil Mickelson, David Beckham, LeBron James and Kobe Bryant.  Rounding out the top 10 behind Earnhardt Jr. are Maria Sharapova, Cristiano Ronaldo and Shaun White.

“You look at each of the 10 names, they are similar in that they are all world renowned athletes, but their brands are uniquely their own,” said Joe Mattes, VP of Licensing & Marketing at JR Motorsports.  “The Dale Jr. brand shouts authenticity to the core.  It represents family, blue-collar, likeability and cool. But the glue that holds it together is authenticity, and that’s what makes the Dale Jr. brand so appealing.  Nobody likes fake.  With Dale Jr., what you see is what you get.”

Earlier this year, listed Earnhardt Jr. third among its most influential athletes.  He is routinely listed among Forbes’ Celebrity 100.  In January, Bloomberg Businessweek ranked Earnhardt Jr. 42nd on its Power 100, a list based off methodology to determine the most powerful athletes on the field and in the business world.


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Since: Apr 8, 2008
Posted on: October 8, 2011 7:39 pm

Earnhardt Jr. among sport's most popular brands

You mean sorta like Hank Williams Jr.?

Since: May 31, 2010
Posted on: October 7, 2011 12:02 pm

Earnhardt Jr. among sport's most popular brands

Jr. is all about the brand and not the driving. Both NASCAR and his handlers have done a great job of marketing a mediocre driver into a kind of good old boy folk hero. His fans can't get over Dale Sr. and are running after the boy with their money. Take the product hype and fans away and he's a disappointing bust.

Since: Sep 5, 2008
Posted on: October 7, 2011 9:27 am

Earnhardt Jr. among sport's most popular brands

Just goes to show you what's in a name.  If his name was Mike Goodley and he had the EXACT same career we would hear about him maybe once a year.  He hasn't won ANYTHING recently, and this is the first time in a few years he's even in the chase.  His fame and fortune is in his name, without it he's just another everyday driver that wins a race every once in a blue moon.  Don't get me wrong, I like the guy, just don't think he deserves all the fame he gets for what he does on the track.

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