Skip navigation
MOST POPULAR RELATED TAGS
  • TOPICS
  • SECTORS
  • COMPANIES
Sports Biz Video Gallery
TV pitchman Billy Mays was found dead in his Florida home on Sunday. CNBC's Darren Rovell has the details.
The athletic company faces an uphill battle after its earnings fall 30%, reports CNBC's Darren Rovell.
darren rovell's sports index
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...

RSS FEED

» Help

Current DateTime: 12:41:42 04 Jul 2009
LinksList Documentid: 30212900

SPORTS BIZ VIDEO GALLERY

» More

Current DateTime: 12:41:42 04 Jul 2009
LinksList Documentid: 30231077
    • TV Pitchman Billy Mays Dead at 50  29 Jun 2009

        TV pitchman Billy Mays was found dead in his Florida home on Sunday. CNBC's Darren Rovell has the details.

    • Nike: Not Doing It  25 Jun 2009

        The athletic company faces an uphill battle after its earnings fall 30%, reports CNBC's Darren Rovell.

    • Likely #1 Draft Pick  25 Jun 2009

        Blake Griffin, the likely number one pick in Thursday's NBA draft, talks to CNBC's Darren Rovell.

    • Kyle Busch  24 Jun 2009

        One of the key selling points of a NASCAR sponsorship is driver access. Kyle Busch spent the day at sponsor M&M, getting a tour of the plant and signing autographs for employees, with CNBC's Darren Rovell.

    • Tony Stewart  24 Jun 2009

        Tony Stewart is a winner both on and off the track. The two-time Sprint Cup Champion also runs a dozen other businesses, including racetracks and a public relations firm, with CNBC's Darren Rovell.

    • Brian France  24 Jun 2009

        The France family has run NASCAR since its inception. Brian France is the third generation of the family to oversee the sport, with CNBC's Darren Rovell.

Sports Biz Blog
Text Size
Sep.20
11:09 AM ET
Thursday, 20 Sep 2007
Let's See What Junior Can Do

AMP 88 Racecar
Source: ampenergy.com
AMP 88 Racecar

I'm really loving the fact that Dale Jr. will be driving the No. 88 car next year with Amp on his hood instead of Mountain Dew. When it was first rumored that "Little E" would shed Budweiser for Mountain Dew, I wasn't that excited. Why? Because Mountain Dew is already the fourth largest soda brand in the U.S., behind Coke [KO  Loading...      ()   ], Pepsi and Diet Coke. If Earnhardt had Mountain Dew on his hood, we'd never know if he did anything for them. Like Budweiser, the brand was just too big before he arrived.

That's not the case for Amp, Pepsi's [PBG  Loading...      ()   ] energy drink. Here's why. According to Bevnet, Amp was the sixth best selling energy drink in 2006, in terms of dollars.

  ENERGY DRINK MARKET
1.Red Bull42.6%
2.Monster14.4%
3.Rockstar11.4%
4.Full Throttle6.9%
5.SoBe No Fear5.4%
6.Amp3.6%

In terms of total retail sales, Amp has about a 5 percent share, according to "Beverage Digest," but the bottom line is it has a long way to go. And that's the best part.

When big-time athletes sign deals they always talk about aligning with blue-chip brands. The problem with this is that blue-chip brands are market leaders. So we never really can observe on the outside if the athletes are doing anything. Do we know if Tiger really did anything for American Express [AXP  Loading...      ()   ]? No. But we would if he signed with Joe's Credit Cards. Do I truly know if Tony Stewart has done anything for Home Depot [HD  Loading...      ()   ] or Jeff Gordon for DuPont? Really hard to tell.

Here, Earnhardt Jr. has aligned himself with the bigger Pepsi brand, which makes the alliance acceptable, but the smaller nature of Amp will allow us to truly see the power of a NASCAR sponsorship. My goal is to track the market share of Amp and see what happens.

Questions?  Comments? 

© 2009 CNBC, Inc. All Rights Reserved

Tools:
PrintEmailAdd This share icon


Current DateTime: 01:01:47 04 Jul 2009
LinksList Documentid: 29778428

Current DateTime: 01:04:09 04 Jul 2009
LinksList Documentid: 29779196

Current DateTime: 01:01:47 04 Jul 2009
LinksList Documentid: 29779199

Current DateTime: 01:04:10 04 Jul 2009
LinksList Documentid: 29779198
CNBCCNBC
About CNBC  |  Site Map  |  Privacy Policy  |  Terms of Service  |  Video Reprints  |  Advertise  |  Help  |  Contact
Partners: AOL Money  |  BloggingStocks.com
CNBC is a Division of NBC Universal
  Data is a real-time snapshot *Data is delayed at least 15 minutes
Global Business and Financial News, Stock Quotes, and Market Data and Analysis

© 2009 CNBC, Inc.  All Rights Reserved.
Thomson ReutersThomson Reuters