In an attempt to promote Nascar racing to a younger crowd, also to sell some DC stuff, DC and WB Consumer Products have, ” inked a three-year deal with Hendrick Motorsports to pair up characters like Superman, Batman, the Flash and Green Lantern with well-known race car drivers Jeff Gordon, Kasey Kahne, Jimmie Johnson and Dale Earnhardt Jr.” The Idea is that Nascar will get to use DC character to try and raise it younger viewer demographic as “Only 10% of Nascar viewers are between 18 and 24.” This deal could work out for both company’s as, ” Last year, Nascar averaged around 5.8 million viewers per race” which mean some great exposure for DC. It looks like they will start with Superman:
Superman will be the first character the companies will use as they rev up the partnership Memorial Day weekend, at the Charlotte Motor Speedway, followed by the Michigan Intl. Speedway on June 15. The Man of Steel will be featured on Earnhardt’s No. 88 Chevrolet SS in a paint scheme that will also feature the Army National Guard and “Superman Hall of Heroes,” a new online portal Warner Bros. launched this week.
Read all about it at Variety.