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My immediate reaction to Dale Jr. losing the number 8 was that I should invest in whatever company make those handy little tools that scrap stickers off windows. You can hardly go for a drive without seeing an 8 plastered on the back of a truck ... and this is coming from a dude in the Midwest.Along that line of thinking, Darren Rovell believe Junior's number change will turn out to be a very lucrative marketing opportunity. After all, NASCAR fans need new stickers.
So the fact that negotiations broke down, apparently for a final time, between his new team Hendrick Motorsports and his old DEI over his old number, I believe is the best thing that could have happened to his future merchandise sales.For any Dale fans out there, does this number change bother you or is it really not that big of a deal?
I predicted more than a month ago that a sponsor and number change will lead to a 15 percent increase in merchandise sales and will make 2008 the biggest year for Dale Jr. That's more important than ever before because now he's getting a real cut of his merchandise due to the fact that "Little E" is the only driver who -- through his company JR Motorsports -- controls the rights to his own licensing.
In the end, he'll realize that his stepmother was wrong to try to sell the No. 8 to him for anything more than $1. That number has no value without Dale Jr. attached to it and the fact that they tried to put a value on it doesn't make any sense.
Dale Jr. Better Off Without No. 8 (Darren Rovell)
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