NASCAR to implement hologram program for authentic gear

CHARLOTTE, N.C. -- NASCAR will implement a hologram program for its licensees that will signal to fans that the NASCAR merchandise they purchase is authentic, it was announced Wednesday.

The program will require all licensees producing NASCAR-licensed merchandise to affix to the products a specially-designed hologram. By making it easy to identify counterfeit goods, the hologram program will help to protect drivers and teams whose likenesses and logos are increasingly exploited in imitation products.

"With the increasing popularity of NASCAR and the expansion of our licensing business, knock-off goods are a growing problem in our sport," said Mark Dyer, Vice President of Licensing for NASCAR. "The hologram program will assure fans that they've purchased high-quality, authentic NASCAR licensed merchandise that supports their favorite drivers and teams."

Holograms will be available in two sizes -- accommodating traditional midsize products such as apparel, hats, and some novelty items, and smaller hard goods such as key chains and lapel pins. The hologram design consists of the colorful NASCAR bar logo, the founding date of NASCAR, and a bright star. All of the large NASCAR holograms will contain special royalty tracking numbers assigned by Dupont Authentication Systems, the designer, manufacturer and distributor of the new holograms.

The royalty tracking numbers will allow each licensee to track the distribution and sale of its products. The system will make it easy to distinguish counterfeit products from authentic NASCAR-licensed products being sold at tracks and many retail chains.

The tracking numbers will also help NASCAR identify any vendors selling counterfeit merchandise who may manage to obtain holograms illegally which will serve as another method of ensuring authenticity in product.

The holograms are made of a material that is produced and made by Dupont Authentication Systems. Each hologram is designed to be tamper resistant and difficult to replicate.

Four-time NASCAR Champion Jeff Gordon added, "I truly appreciate the fan's support in buying licensed merchandise. The authentication system that DuPont Authentication Systems has created with the NASCAR hologram program will better assist in identifying authentic products, which is very important to me and the other drivers as well."

Print and radio ads announcing the program are expected to appear in January 2005 in time for the 2005 NASCAR season. Licensees will be given the option to use the hologram sticker in their own ads promoting the authenticity of their products. Holograms have been shipped to most licensees, with a rolling transition expected throughout 2005. Currently, 150 licensees have signed on for the program.

"Wincraft supports NASCAR's authentic hologram program. Through education and communication, retailers and consumers will learn more about the select licensees that produce NASCAR licensed product," said John Killen, President of Wincraft, a long-standing licensee of NASCAR. "Counterfeit merchandise reflects negatively on the industry and hurts retailers, sponsors and drivers. WinCraft wants to be a leader in the introduction of NASCAR holograms to help retailers market authentic NASCAR products."

The new NASCAR hologram will be on products at the 2005 Super Show in Orlando Florida.