By Lisa Johnston
New products on display at the American International Toy Fair, held in N
Sony Electronics has signed a personal endorsement deal with NASCAR racing legend Dale Earnhardt Jr. to participate in the company's upcoming marketing promotions.
Earnhart, who is a Nextel Cup driver with Jr Motorsports, signed a multiyear deal enabling Sony to use Earnhardt's name, likeness, image, voice and endorsement for use in advertising, promotions and merchandising for consumer marketing campaigns on Sony CE products.
Specifically, Sony said it plans to use Earnhardt in an ad campaign promoting its Bravia HD televisions. In addition, Earnhardt will participate in major electronics industry events and trade shows and will make personal appearances for Sony each year.
"By his own admission, Dale is an avid tech enthusiast who demands exceptional technology, superior performance and the latest in style — both on and off the track. This aligns perfectly with Sony's approach to consumer electronics and makes this partnership especially fitting," said Stuart Redsun, Sony Electronics corporate marketing senior VP.
Earnhardt, who began his racing career at the age of 17, has started 270 Nextel Cup races, with 17 victories, 71 top-five finishes and 115 top-10 finishes. He is now in his eighth full season of NASCAR Nextel Cup competition.
Earnhardt has been selected by race fans as a four-time winner of NASCAR's most popular driver award. He also was selected as the fifth-most-liked athlete in America in Harris Interactive polling in 2006. He has been among the top-10 most-liked athletes in the poll for three consecutive years.
"I always check out the latest electronics available and Sony delivers the best," Earnhardt Jr. said. "The company is a leader in the industry and offers great technology. It's cool to be associated with a brand that's known for its innovative, high-quality products."
Sony Electronics has been a NASCAR partner for seven years and is the official high-definition TV partner of NASCAR.
This TWICE webinar, hosted by senior editor Alan Wolf, will take a look at what may be the hottest CE products at retail that will be sold during the all-important fourth quarter. Top technologies, market strategies and industry trends will be discussed with industry analysts and executives.