Retail Merchandiser - September/October 2011 - (Page 16)

LICENSING A Sporty Wash NASCAR fans are famously loyal, but if they do not want their cars covered in NASCAR logos, they can at least get some of the glamor and gleam of their favorite racecars on their autos, trucks and 16 September/October 2011 Fans can cover their cars with a NASCAR product at branded car washes opening across North America. SUVs at a new chain of branded car washes being opened in the Midwest. Dan Dyer, CEO of NASCAR Car Wash, doesn't personally know Danica Patrick, Dale Earnhardt Jr., Jimmie John- son or Jeff Gordon, but he does have a license to wash. Dyer is using his license to reach tens of millions of car care enthusiasts who call themselves NASCAR fans. That could mean a huge boon for business, because when it comes to car care, more than three-quarters of fans take their cars to an automotive facility that is affiliated with NASCAR, according to July 2011 NASCAR Fan Council research. Last year, Dyer secured exclusive rights to use the NASCAR logo to market car washes across North America and the U.S. territories. The first of several NASCAR Car Wash locations in the Chicago area opened on Sept. 15 in Romeoville, Ill., just a few miles from the Chicagoland Speedway, where NASCAR will begin the Chase for the Sprint Cup, NASCAR’s version of the playoffs. NASCAR fans are 30 percent more likely than non-fans to own three or more vehicles. They also are 30 percent more likely to have shopped at automotive-focused stores in the past year, according to

Table of Contents for the Digital Edition of Retail Merchandiser - September/October 2011

Retail Merchandiser - September/October 2011
Will mCommerce Make Black Friday Green?
Ho, Ho, Ho!
The Look
Category Insight
Back to Business
PGA Tour
Kathy Ireland Worldwide
Ludorum - Chuggington
Monopoly - Hasbro
Coast Guard Exchange System
University Book Store Inc.
U.S. Cavalry Store
National Cattlemen’s Beef Association
Chino Valley Ranchers
Freeman Beauty Labs
New & Noteable

Retail Merchandiser - September/October 2011