(By NASCAR Wire Service)
Posted: Tuesday,November 30th, 2010
The closest points battle in the Chase for the NASCAR Sprint Cup’s seven-year history meant NASCAR had to be prepared to offer one of three championship product lines at the conclusion of the season finale.
It had 70 products designed to commemorate Jimmie Johnson’s potential fifth consecutive title, and it had 50 products ready for contenders Denny Hamlin and Kevin Harvick.
When the race went down to the final 50 laps, NASCAR officials stacked boxes of hats, T-shirts, towels and flags commemorating a championship win for Johnson, Hamlin or Harvick on the edge of the championship stage. With two laps to go, they pushed the Hamlin and Harvick merchandise off the stage and unpacked the boxes of Johnson merchandise.
Jimmie Johnson made history Sunday at Homestead-Miami Speedway. (Getty Images)
Commemorative hats and towels were given to not only Johnson’s pit crew but also Jeff Gordon’s, which worked on Johnson’s No. 48 car during the final two races of the Chase.
Johnson historically has been one of the best-performing drivers in merchandise sales, and his fifth title is expected to extend that streak as licensees produce a number of commemorative collectibles.
“There’s something about five that’s pretty intriguing, and licensees are excited about that,” said Blake Davidson, NASCAR’s managing director of licensed products. “People recognize now that you’re watching this guy make history.”
Tripp Mickle is a reporter with SportsBusiness Journal.
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