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DAYTONA BEACH, FL – FEBRUARY 22: Dale Earnhardt Jr., driver of the #88 Nationwide Chevrolet, speaks with the media without a Monster Energy NASCAR Cup Series patch on his firesuit during the Daytona 500 Media Day at Daytona International Speedway on February 22, 2017 in Daytona Beach, Florida. (Photo by Jerry Markland/Getty Images)
via Getty
DAYTONA BEACH, FL – FEBRUARY 22: Dale Earnhardt Jr., driver of the #88 Nationwide Chevrolet, speaks with the media without a Monster Energy NASCAR Cup Series patch on his firesuit during the Daytona 500 Media Day at Daytona International Speedway on February 22, 2017 in Daytona Beach, Florida. (Photo by Jerry Markland/Getty Images)
Recently, telecommunications giant Xfinity announced some exciting news for NASCAR fans. They signed an endorsement deal with none other than Dale Earnhardt Jr. The news came on the back of an advertising partnership with Dirty Mo Media that is entering its fourth year. The brand is currently in its ninth year as a partner for NASCAR’s secondary series, and its fourth year with the NASCAR Cup Series.
.@Xfinity is adding an endorsement deal with @DaleJr to its NASCAR presence, and it started it off by having Earnhardt surprise an Xfinity Rewards customer as the driver wheeling her around Charlotte Motor Speedway. pic.twitter.com/vSIjwdeT3F
— Adam Stern (@A_S12) March 8, 2023
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Earlier, the brand dropped a video featuring Earnhardt Jr surprising a fan. As part of an Xfinity rewards service, a fan named Bridgett was invited to the Charlotte Motor Speedway. She took part in the experience, under the impression that she would get a chance to be part of a pit crew experience.
Later on, Bridgett, got a chance to ride around the track with a driver unknown to her. Before long, the driver revealed himself to be none other than Earnhardt Jr.
What is special about the deal with Dale Earnhardt Jr?
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Xfinity affiliate, Matt Lederer told Sports Business Journal, “The sponsorship continues to be really good four our business and brand. But nine years is a long time for a high-profile sponsorship so we often push the team her daily on not to grow stale — we don’t want to rinse and repeat, and another way to (avoid doing so) is by having really strong partnerships among as much of the NASCAR ecosystem as possible.”
“What I like about Dale and 23XI is it adds on to the series partnership. Right now the team here is focused on continuing to activate the series deal in a world-class manner as we’ve done for the past eight years, so nothing on that (renewal talks) front at this point.”
via Imago
NORTH WILKESBORO, NC – AUGUST 31: Dale Earnhardt Jr. 3 smiles on the starting grid just before the Cars Tour LMSC 125 on Aug 31, 2022, at the North Wilkesboro Speedway in North Wilkesboro, NC. Photo by David Jensen/Icon Sportswire AUTO: AUG 31 Cars Tour LMSC 125 Icon220831014
Admittedly, Bridgett should have been clued in, because the car number was #88. However, Dale Jr was committed as he was wearing a dark nondescript helmet with a dark visor. So the fan was completely in the dark about the identity of the driver. One thing was for sure, she definitely enjoyed the experience at the Charlotte Motor Speedway.
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