By: Toby Christie

As if a NASCAR Sprint Cup Series team with 11 championships needed anyone else on their side, Hendrick Motorsports now has DC Comic Superheroes: Batman, Superman, The Flash and Green Lantern as partners that will adorn their race cars for the next three seasons.

“We are excited to partner on a long-term program that brings together Hendrick Motorsports’ super hero drivers with the Super Heroes of DC Comics,” said Brad Globe, president, Warner Bros. Consumer Products, in a Hendrick Motorsports team release. “This partnership will allow us to offer NASCAR and DC Comics fans unique experiences that tap into the storylines of our characters and the successes of these four world-class athletes.”

The first race of this new partnership will be the Coca-Cola 600 next week as Superman will be on the hood of Dale Earnhardt Jr.’s No. 88 Chevrolet SS.

This is a unique deal because not only will it lead to cool paint schemes, but it opens the door to cameos by Hendrick Motorsports drivers in comic books, and digital content with the Superheroes. Possibly more important for the race team though, this partnership yields opportunities with other sponsors and partners to team with Warner Brothers and DC Comics as well.

“Our partners have activated promotions around Batman and Superman that remain two of the best programs we’ve ever seen at retail,” said Patrick Perkins, Hendrick Motorsports’ vice president of marketing. “We expect similar success with the Superman Hall of Heroes. It’s an excellent fit for the National Guard and a perfect kickoff to our new association with Warner Bros. Consumer Products and DC Entertainment.”