It was only a matter of time before the world of superheros once again made its way back to the world of NASCAR. In previous seasons we have seen the Batman logo appear on the No. 88 machine of Dale Earnhardt Jr. and prior to that we saw the Superman shield on the No. 24 machine of Jeff Gordon. It would appear that DC Comics will once again be making a return to NASCAR during the 2014 season and this time all of Hendrick Motorsports is going to be involved.
According to a recent article on Variety.com, DC Comics has partnered with Hendrick Motorsports in an effort to reach out to a younger audience. The deal which is for three years will allow NASCAR to target that younger demographic and it will allow DC Comics to have a new marketing and merchandising medium.
This partnership is going to go much further than just paint schemes, although there should be plenty of those as well. The partnership also includes ad campaigns, comic books as well as other media promotions and releases. As you can see in the picture above, it would appear that Team Hendrick is ready for their comic book debuts. Brad Globe, president, Warner Bros. Consumer Products had the following to say on the new partnership:
This partnership will allow us to offer NASCAR and DC Comics fans unique experiences that tap into the storylines of our characters and the successes of these four world-class athletes.
This deal will also be very beneficial to DC as they will be able to market their products through commercials and such. In the fall DC is coming out with a new Flash TV program, they also have the newest Batman video game due out soon as well as the upcoming Batman and Superman movie. One would have to imagine that DC is glad to have a platform to reach the average 6 million fans that tune in each week to watch NASCAR events.
Although there haven’t been many details released about when we will begin to see DC on the track, we do know that Earnhardt Jr. will sport the first DC paint scheme. It was announced that Earnhardt Jr. will run a special Superman paint scheme in June.