NASCAR's Free Agent Market

Last week Rashard Lewis signed a deal with the Orlando Magic for a reported $118 Million over 6 years. Armed with this knowledge, you would likely be led to say that Mr. Lewis is easily the biggest free agent signing of the year. In doing so however, you would be looking past one of the biggest names in Sports Marketing, Dale Earnhardt Jr., who between switching teams and signing a new sponsor will likely be one of the largest free agent signings ever.

With Junior leaving DEI to join Hendrick Motorsports, it has recently become apparent that he will be parting ways with his long time sponsor Budweiser. Earnhardt has become synonymous over the years with the red Budweiser number eight car, and Budweiser has enjoyed its affiliation with the driver who has become NASCAR's most visible and marketable star. As spokesman for major labels Sony, Adidas and Chevrolet, it is likely that the company stepping up to sign Earnhardt's team will be looking to take advantage of his broad appeal. Early indications list Pepsi Co. as the likely suitor, with the Mountain Dew Amp brand playing into the realm of possibilities.