JR Motorsports Reinforces Marketing & Sponsorship Goals With Mattes Expansion of VP's role to give strong support to JRM partners MOORESVILLE, N.C. (September 4, 2009) - JR Motorsports announced today the role expansion of Joe Mattes, ...
JR Motorsports Reinforces Marketing & Sponsorship Goals With Mattes
Expansion of VP's role to give strong support to JRM partners
MOORESVILLE, N.C. (September 4, 2009) - JR Motorsports announced today the role expansion of Joe Mattes, JRM's Vice President of Licensing for two years, into a broader spectrum that includes marketing and sponsorship initiatives. The expansion of Mattes' position is a proactive approach to tackling the challenges of a competitive sponsorship climate and ever-changing economic landscape.
Mattes brings 15 years of NASCAR business experience to the new position of Vice President of Marketing and Licensing. He came to JR Motorsports in 2007 to oversee the managing and marketing of personally licensed products for Earnhardt Jr., much like he did in 1994 when he planned, built, and launched Dale Earnhardt's first-ever souvenir company. Together Earnhardt and Mattes became trend setters in the big business of NASCAR merchandising.
"Without knowing it, every NASCAR fan for the last 15 years has benefited from Joe's work," said Earnhardt Jr., owner of JR Motorsports. "With the economy the way it is, we have to constantly assess how we do things on a day-to-day basis, and come up with new ways to help our partners build brands and maximize their return on investment. It's no secret Joe is a huge influence in this sport. Putting him in a position to utilize his knowledge of this business - and especially the NASCAR fan base - is a win-win situation for both JR Motorsports and our current and future sponsors."
JR Motorsports currently fields two teams in the NASCAR Nationwide Series. In just two years the company has brought home seven victories and become a perennial contender for the championship. The success has carried over into exposure numbers. Since the beginning of 2008, the company has generated a value of more than $72 million in overall exposure.
"Our mission here is to continue the momentum this company has enjoyed over the past few years, but also take it to the next level," said Kelley Earnhardt, general manager of JR Motorsports. "We think it's a benefit to combine the marketing and licensing, so internally we can build an infrastructure to support our sponsors in their activation. If you really understand the retail environment like Joe does, then you're going to understand the sponsor's needs and their reasons for getting into the sport. Retail is retail. You're either selling t-shirts and caps, or you're selling Degree deodorant and Hellmann's mayonnaise."
In addition to starting Sports Image Inc., which eventually sold to Action Performance, Mattes led the charge to create the apparel brand, Chase Authentics. As President from 1997 to 1999, he continued in the development, implementation and marketing of the Chase Authentics brand. Mattes then helped blaze the trail for NASCAR's venture into internet shopping. In 2000 he joined Turner Sports as Vice President of E-Commerce for the NASCAR.com Superstore, which became hugely popular for fans to purchase NASCAR licensed merchandise. Under Mattes' watch, the NASCAR.com Superstore was listed at 188 of 500 in the 2006 Internet Retail Top 500 Guide.
ABOUT JR MOTORSPORTS:
JR Motorsports is the management company and racing operation for Dale Earnhardt Jr., NASCAR's six-time Most Popular Driver and winner of more than 40 NASCAR-sanctioned races. JR Motorsports competes in multiple racing divisions, including the NASCAR Nationwide Series; however, the Dale Jr. business model has grown well beyond the race track and now includes multiple business ventures. Among those entities is the full-service production company Hammerhead Entertainment (www.hammerheadent.com) , DEJ Realty (www.dejrealty.com), JR Nation Retail Store (www.ShopJrNation.com), The Dale Jr. Foundation (www.thedalejrfoundation.org), and Whisky River (www.whiskyrivercharlotte.com), the bar and nightclub located in the uptown Charlotte Epicenter.