DC Comics, NASCAR Team Up For Three-Year Deal
Superman, Batman, The Flash and Green Lantern will team up with NASCAR drivers Kasey Kahne, Jeff Gordon, Jimmie Johnson and Dale Earnhardt Jr. as part of a new promotional partnership between DC Entertainment, Warner Bros. Consumer Products and Hendrick Motorsports. NASCAR, like comics, has a mostly male and rapidly aging audience, so the tie-in is an obvious move. According to Variety, the average NASCAR fan is 42 years old. The agreement also gives DC and Warner Bros. an opportunity to reach the sizable NASCAR audience -- about six million fans who tune in on various Turner-controlled networks. Superman was the first superhero to have his likeness attached to a race car, appearing on Earnhardt's No. 88 Chevrolet SS on Sunday at Charlotte Motor Speedway. The car will also hit the track on June 15 at Michigan International Speedway. One of the biggest stages yet to reveal the character's New 52 look, Superman is featured in a National Guard paint scheme to promote the Superman Hall of Heroes. The three-year deal is geared toward marketing NASCAR to a younger demographic, and will feature not only tie-ins with the cars but print and digital comics co-starring the Hendrick drivers.