According to public surveys conducted by Repucom and The Marketing Arm's Celebrity DBI, Earnhardt's "awareness level" among the general public in the United States is 76 percent. Among men, that number jumps to 80 percent. Awareness of the public of Dale Earnhardt, Jr. goes even higher -- to 84 percent -- among men in the American south.
Extrapolating the awareness level of a particular athlete outside of not only his or her sport but also outside the sports world in general is important to current and potential sponsors and others who may wish to invest time or resources to paying attention to that sport, series, that particular athlete, or that athlete's team. As a result, a win for a high-profile racer may help raise the awareness of his/her racing series, overall, among the general public.
Dale Earnhardt, Jr. won his second Daytona 500 late Sunday night. He had not won the iconic stock car race so connected to the Earnhardt family since 2004, according to his website. His father, Dale, Sr., died while competing in the same race in 2001. Dale, Sr., won the Daytona 500 in 1998.
According to Dale Earnhardt, Jr.'s website, his win Sunday night was his first victory since June of 2012.
ABOUT THE AUTHOR: Connie Ann Kirk, Ph.D. has been credentialed by both NASCAR and the FIA. With a historic racer from upstate New York, she is writing a book about racers and racing.