More sponsor deals for Earnhardt
The multiyear deal gives Sony the use of Earnhardt Jr.'s name, likeness and voice for Sony promotions. Earnhardt Jr. will also make appearances on behalf of Sony at electronics and industry events.
"I always check out the latest electronics available and Sony delivers the best," Earnhardt Jr. said. "The company is a leader in the industry and offers great technology. It's cool to be associated with a brand that's known for its innovative, high-quality products."
06/20/07 Sony will announce Thursday that NASCAR's most popular driver, Dale Earnhardt. Jr. has signed a personal endorsement contract with the high-end consumer electronics company. Adidas is set to announce another deal with Earnhardt next month.
Thayer Lavielle, the vice president of marketing and brand development at Earnhardt's JR Motorsports, said the new business partners are a reflection of an older, wiser Earnhardt.
"I don't think we're trying to reposition him; I think we're evolving with him," Lavielle said. "He has grown a lot as a person since his rookie season, and as he matures, we have to grow his brand with companies that are authentic to who he is."