Now advertisers have to re-evaluate all of their current commercials. Any ad featuring Earnhardt or his #3 car have to be pulled and replaced with other shots.
Keeping Earnhardt's car in the commercials might be an option under a couple of different circumstances.
Dale Earnhardt, Jr., could switch from his #8 Budweiser car and take over his dad's ride. Earnhardt, Sr., owned his son's car and switching rides wouldn't be out of the question.
In fact, it's been done before. When Adam Petty died, his father, Kyle, moved from his #44 Hot Wheels sponsored car to his son's #45 Sprint sponsored car.
The difference between Petty's situation and Earnhardt, Jr., is Petty Enterprises owned both the #44 and #45 cars. While Dale Enterprises Inc. owns Dale Jr.'s car, Richard Childress owns the #3 car.
But if Dale Jr. does decide to take over his father's seat, you can bet Childress won't have any sort of problem. After all, the circumstances could warrant the retirement of the #3 car in NASCAR motorsports if Dale Jr. doesn't take the ride. Dale Sr.'s crew would be out of a job and the GM Goodwrench brand would be in search of another car to sponsor.
Another special consideration is the International Race of Champions Series. Typically, the IROC race is taped and airs a few weeks after the Daytona 500.
How do you showcase Earnhardt's last IROC race? One option is to completely cancel its air date, also eliminating ad dollars for the event. Or the race could air and be part of a special tribute package.
There will undoubtedly be all sorts of Earnhardt memorial merchandise. The optimum time to advertise would be during Earnhardt's last IROC race. Any gaps in the advertiser lineup could be easily filled with these types of companies.
Then there's the memorabilia itself. Sports collectibles shops are quickly selling out of Dale Earnhardt merchandise. Everything from trading cars to die cast replicas of his car are being grabbed up by fans of all ages.
Racing and sports Web sites are having a hard time converting Earnhardt's biography pages. Companies don't want to pull down his biography just yet. But it's also heartwrenching for fans to see quotes like, "If Earnhardt can keep the momentum he found in 2000 and perhaps pick up his qualifying efforts, he should be a contender again to win his record eighth Winston Cup title," still embedded within the bio.
The shock of Dale Earnhardt's death has taken everyone by surprise. Advertisers will have to approach this transitional phase carefully. Emotions are high and the racing world doesn't want to see their legend lost.
Ultimately, a lot's riding on Dale Jr. He'll climb back into a race car. Which one remains to be seen. It's a decision that has advertisers hanging in the balance.
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