Forbes Magazine’ ’08 NASCAR Drivers’ earning list

SportsBusiness Daily reports that Dale Earnhardt Jr. topped FORBES' '08 NASCAR Drivers' earning list, making $35M "despite winning only one race, the LifeLock 400," according to Peter Schwartz. Earnhardt's endorsement and licensing royalties made him $23M, "as merchandise emblazoned with his new No. 88 race car was NASCAR's top seller." Earnhardt's salary and race winnings accounted for another $12M. Jeff Gordon was the second-highest earning driver at $30M, "including $16M from licensing and endorsement income from the likes of PepsiCo, DuPont and Electronic Arts." Both Earnhardt and Gordon "have made fortunes while turning away millions in endorsement offers, instead choosing to partner only with select sponsors." Overall, NASCAR's top 10 drivers in earnings received $180M in '08, up 4.7% from a last year's Forbes listing, "thanks to large, multiyear sponsorship deals and heavy spending on apparel and gear by loyal fans." The following lists the top 10 drivers in earnings for '08. FORBES.com

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