Nationwide Insurance will feature Dale Earnhardt Jr.’s sister, Kelley, in its 2010 ad campaign, nudging her from behind-the-scenes business manager to out-front endorser. Since she began running the business of JR Motorsports in 2001, Kelley has helped build the Nationwide Series organization into a two-car team, one of which will include Danica Patrick driving this year, while also charting the course for Dale Jr.’s own personal business ventures. He began appearing in Nationwide commercials last year as part of a yearlong ad campaign, and this year the insurance company is bringing Kelley into a more visible role. She’ll star with her brother in a 30-second spot set to launch this week across multiple national cable channels, including TBS, TNT, The Weather Channel, USA and others. Once the NASCAR season begins next month, it will run on ESPN, ESPN2, ABC and Fox. Kelley’s appearance is an extension of Nationwide’s personal-services agreement with Dale Jr. Terms of the deal between Earnhardt and Nationwide were not available. A second spot this year will broaden out beyond the family and incorporate Tony Eury Sr., one of Earnhardt Sr.’s best friends and a longtime family associate. Another family member, Martha Earnhardt, who is the grandmother to Kelley and Dale Jr., will be featured in an ad this year for Hellmann’s, a sponsor at JR Motorsports.(Sports Business Journal)(1-11-2010)
