"Gentlemen, Start your Holiday Greetings"[Vol.8 Iss.20 Pg.9] by Sarah Zdesar

After reading most of this issue to try to find an interesting article, I found this small one that jumped out at me. It is for custom designed holiday cards featuring the late Dale Earnhardt and his sonn, NASCAR star Dale Earnhardt Jr. I thought this was a great representation of the sport management technigues that we have been talking about. The Dale Earnhardt Inc., company not only grosses sales on a daily basis from a variety of T-shirts, hats and bumper stickers, but now they are gaining from the legendary NASCAR driver, who has passed away, during the Christmas holiday season as well. The terms of this two year bussiness deal were not discolosed, but I can only imagine the intense following of Earnhardt fans that will sweep these cards up since they will most likely only be around for a short period of time. These cards will be sold in boxes of 12 for $15 each. It now comes down to the marketing and advertising skills of the people behing this business to really make these keep saked fly off of the shelves.