DC Comics Justice League has joined forces with Hendrick Motorsports pairing team members such as Batman, Superman, The Green Lantern and The Flash with super racecar drivers Jeff Gordon, Jimmie Johnson, Dale Earnhardt Jr. and Kasey Kahne for the next three years.
“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,” stated Brad Globe, president, Warner Bros. Consumer Products.
The move is also designed to attract a younger audience to Nascar’s current 75 million fan base, which is primarily 78% males 42 and up, and “generate new excitement around racing through licensing and other merchandise initiatives on and off the track.” According to the organization, “only 10% of Nascar’s audience are between 18 and 24.”
“Getting more young people involved is one of our top priorities,” acknowledged Hendrick Motorsports owner Rick Hendrick, who stated that his organization is also looking for a way to increase a stronger retail licensing platform for its drivers.”
Superman will make his debut with the team at Charlotte Motor Speedway Memorial Day a s a fixture on Dale Earnhardt’s No. 88 Chevrolet SS alongside the Army National Guard and “Superman Hall of Heroes” (a new online portal launched this week by Warner Bros.), followed by the Michigan International Speedway on June 15.
In addition, television coverage of NASCAR races on ESPN, Fox, TNT and ABC will be used to promote DC Comics and Warner Bros. new films including “Batman vs. Superman,” as well as the ensuing Batman-themed “Arkham” videogame, and upcoming “The Flash” TV series, etc.