Owens, Ferguson discuss importance of merchandise sales

[Returning to Dirt]

http://insidedirtracing.com/dirt-racers-discuss-the-importance-of-merchandise-revenue-to-their-racing-efforts/

In the wake of comments made last week by NASCAR driver Kyle Larson, Jimmy Owens and Chris Ferguson talk about the importance of merchandise sales to their racing operations.

[Chadly329]

Great Read! Very Informative!

[zyoung25]

It is a good read. This is one reason it doesn't faze me a bit to buy a shirt off drivers, I know they count on selling these things to keep their racing hopes alive. I have nearly 30 Jason Feger t-shirts alone, all bought directly off of him over the 12 or so years he's been racing.

[ptown]

Thanks for sharing, that's a very well written and informative piece.

[CIRF]

I am sincerely happy that some the dirt late model drivers are making good money in regards to merch sales. May they all make a lot more as time passes.

That said, I will also say that I've thoroughly enjoyed watching Kyle Larson ever since he came on the dirt open wheel scene here in the Midwest. Since 2009-2010 we've watched him do things with a racecar on dirt tracks that has folks shaking their heads in amazement. However, under the guidance of his lawyers and accountants he chose to sign those NASCAR contracts in order to potentially make enough money that his great grandkids will be born rich. We've actually briefly hung out a bit with Larson and his family prior to his asphalt endeavors and he's a nice, down to earth, well grounded kid from a good family and humble beginnings. But, he really needs to stop whimpering about the loss of revenue within a situation that he willingly signed on to. If it isn't worth his while to sign his NASCAR merch or interact with his fans, then don't!

It appears the solution is for Larson to run as many dirt open wheel races as possible and sell the hell out of his stuff at those venues where he takes all the profits. That is a win-win for us dirt fans!

[BTExpress]

Agree....a very well written article, one of the better ones that I have read lately. Kind of puts things into perspective, how your $20 bill (well maybe $25 if the driver can command it) really helps a lot of these drivers. I think I will try and buy a few of my local drivers' shirts in the future rather than the "Big Dogs" to help and support them.

[SLIDING SIDEWAYS]

Im disapointed in larsons comment on signing autographs and pay scale. If I were a driver I would sign when I could just as a thank you for purchasing

[Illtsate32]

Maybe someone can educate me better on this didnt Dale Earnhardt license or trademark his name so he got most of the profits?

[CIRF]

Maybe someone can educate me better on this didnt Dale Earnhardt license or trademark his name so he got most of the profits?I don't know positively that arnhead had his merchandise business licensed and trademarked but it's a fairly safe bet that he did.

What I do know for sure is that arnhead was the first NASCAR driver to hire and employ a full time marketing and PR specialist. Arnhead owned Sports Image up until 1997 or 1998, not sure on the exact year. Sports Image was owned solely by arnhead and was managed full time by a close business associate of arnhead to promote, advertise and market Earnhardt's merch and likeness. Can't remember the guys' name, now. Hell, it's been 20 years. Not sure if other drivers were marketed under the Sports Image umbrella. I wouldn't be surprised if that was the case. After Sports Image was sold it went through a couple of incarnations and ownership's and ended up being owned and operated by ISC and SMI.

One other thing is for sure. There are people, to this day, getting rich/richer off of the profits from the promotion and sales of arnhead stuff and he's been dead for 16 1/2 years .

[mcarter815]

I've heard from someone close to Birkhofer that he made $100,000 on merch sales when he won his last Knoxville Nationals.

[chupp n bloomer fan]

I've heard from someone close to Birkhofer that he made $100,000 on merch sales when he won his last Knoxville Nationals.The way that went down, I wouldn't doubt it one bit. And his speech before hand, always liked Birky.

[chupp n bloomer fan]

I don't know positively that arnhead had his merchandise business licensed and trademarked but it's a fairly safe bet that he did.

What I do know for sure is that arnhead was the first NASCAR driver to hire and employ a full time marketing and PR specialist. Arnhead owned Sports Image up until 1997 or 1998, not sure on the exact year. Sports Image was owned solely by arnhead and was managed full time by a close business associate of arnhead to promote, advertise and market Earnhardt's merch and likeness. Can't remember the guys' name, now. Hell, it's been 20 years. Not sure if other drivers were marketed under the Sports Image umbrella. I wouldn't be surprised if that was the case. After Sports Image was sold it went through a couple of incarnations and ownership's and ended up being owned and operated by ISC and SMI.

One other thing is for sure. There are people, to this day, getting rich/richer off of the profits from the promotion and sales of arnhead stuff and he's been dead for 16 1/2 years .Was Steve Hmiel maybe over Ironheads stuff?

[chupp n bloomer fan]

Maybe someone can educate me better on this didnt Dale Earnhardt license or trademark his name so he got most of the profits?Yes. His signature was copyrighted. Shame when he died, his company went to sh!t quick. I just think she had no interest in any of that once he passed.

[CIRF]

Was Steve Hmiel maybe over Ironheads stuff?

CNBF, I think the guys' name was Mattas, or something like that. There was another guy who was in arnhead's inner circle that made sure the merch and public image was profitable. Hawk was his last name IIRC. Hmiel was in on the whole deal, too, but I don't remember in what capacity.

[Loopy]

I know of a WoO sprint car racer that is from Minnesota that once was kind of a big deal until he hoped into an indy car and wrecked which I feel he has never been able to come back from. His wife ran their Swag trailer and I was told they made more money selling shirts than his racing. She also had a very unique marketing approach that she would buy limited amounts and go with the trends, she had a theory that a guy will bitch about paying $10.00 for a $20.00 T-shirt and a gal will have zero issue making her spouse pay $50.00 for a $5.00 blouse for them so a lot of their merchandise was for women.

I do have an issue with some racers who are packed up and gone before the pit is opened after the checkers wave, some of us can not afford to buy pit passes and or some have children with that are not capable of being in the pits. If thousands of people come to see you race I believe you owe it to the fans to hang around at least an hour after the races and make yourself visable to the people who pay their hard earned money to come watch you race. A lot of these people that are leaving early are also the ones who only sell their gear out of their haulers.
I myself have a good amount of money to spend on shirts for my wife and I, it is very disappointing to see the line of haulers exiting the pits before we even get to them.

[zach51]

Sports Image was the licensing company that Dale Sr was a part of starting up. It ended up being sold to somebody, Action maybe? That was back when die-cast was a lot more popular and affordable. I like Nascar but some of their shirt designs are just too generic and corny, I haven't seen one in years that I would be caught dead wearing. Dirt, different story. I'd buy a Larson dirt shirt but not his nascar stuff (expect maybe the Eldora dirt truck shirt....which would be dirt AND nascar). I prefer getting event shirts/hoodies/etc rather that individual drivers for the most part. And I always like going over to the big speedway during world finals to see what nice Speedway Club or Charlotte Speedway shirts they have on clearance, I can usually find one I like. (they have to be on clearance because I ain't paying $70 for a polo)

[Bubstr]

Every time I'm out, I see vendors of everything from food to clothing and it makes me figure profitability. There is gold in them thar hills. There is more profit in the shirts sold out of the race hauler.

You sometimes don't see the simple truth. One of my Nephews retired in his 50s selling onion rings at fairs, festivals and races. Before that he opened 5 star restaurants for peanuts.

[One Man Gang]

Sports Image was the licensing company that Dale Sr was a part of starting up. It ended up being sold to somebody, Action maybe? That was back when die-cast was a lot more popular and affordable. I like Nascar but some of their shirt designs are just too generic and corny, I haven't seen one in years that I would be caught dead wearing. Dirt, different story. I'd buy a Larson dirt shirt but not his nascar stuff (expect maybe the Eldora dirt truck shirt....which would be dirt AND nascar). I prefer getting event shirts/hoodies/etc rather that individual drivers for the most part. And I always like going over to the big speedway during world finals to see what nice Speedway Club or Charlotte Speedway shirts they have on clearance, I can usually find one I like. (they have to be on clearance because I ain't paying $70 for a polo)

I'd go dressed like Tim Smith on Moonshiners before I pay $70 for a d@mn shirt

[zach51]

I'd go dressed like Tim Smith on Moonshiners before I pay $70 for a d@mn shirt

They are nice shirts but still haha. A bloomer polo (if any of his fans wore collars), would probably be $85.

[SLIDING SIDEWAYS]

I'd go dressed like Tim Smith on Moonshiners before I pay $70 for a d@mn shirt

I go dressed like BUBBA J weekly

[tsand]

Don hawk ran ironheads sales company until they had a falling out because don sighed Up to do Brooks and Dunn merchandising. Without telling Dale. Not long after he sold the business.