Who wants some Danica merchandise? Everybody

10:05 PM CDT on Tuesday, June 6, 2006

By TERRY BLOUNT / The Dallas Morning News

If you want a Danica Patrick die-cast car or an autographed photo, join the crowd and get in line.

More than a year has passed since Patrick finished fourth after leading the Indianapolis 500, but her celebrity status hasn't waned. Neither has the sale of Patrick paraphernalia, from life-size posters to mini helmets.

"It's bigger than ever," said T.J. Patrick, Danica's father and the manager of her merchandise sales. "Some of this stuff they can't make fast enough."

Julie Klausner isn't surprised. She's the marketing director for Rahal-Letterman Racing, the IRL team Patrick drives for.

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"Danica is one of those rare celebrities that transcend age, gender and even her sport," Klausner said. "You just don't find this situation very often."

Patrick will compete in the Bombardier Learjet 500 this weekend at Texas Motor Speedway. While most NASCAR Nextel Cup drivers have merchandise haulers, Patrick is the only IRL driver with her own merchandise trailer.

Patrick, competing in her second IRL season, has yet to win. But her collectible items easily outsell any other IRL driver.

"Honestly, I would say it's close to 10 to 1, and it's growing," said Dave Moroknek, president of MainGate, Inc., the IRL's merchandise licensing group.

Collectibles include everything from trading cards, magazines and die-cast cars. Tim Trout, editor of Dallas-based Beckett Racing magazine, estimates that his company has done 150 racing magazine covers in the past 11 years.

"Only three covers have not been a NASCAR driver," he said. "One was Al Unser Jr., but Danica was two of those in the last year."

Sales of 1/18th scale die-cast cars have shown Patrick's growing popularity. Last year 1,500 Patrick cars were produced before the Indy 500, said Elon Werner, director of communications for Beckett. All of them sold before the race, Werner said. Signed cars can sell for as much as $175 each.

Werner said Greenlight Collectibles produced 10,000 more Patrick cars that were sold before the end of the 2005 season. Then the IRL ordered another 2,500 Patrick cars to commemorate her Rookie of the Year award.

"That's something they never had done before," Trout said. "And of course, they sold all of them."

No one is saying exactly what Patrick earns off these sales. But the top names in racing make millions of dollars off merchandising, easily doubling or even tripling their income.

In Patrick's case, there's a belief that her sales come mostly from teenage girls.

"It's just not true," T.J. Patrick said. "You look at the people in line and it ranges from 70-year-old men to 10-year old girls. It's everybody."

Klausner describes it this way.

"It's across the board," she said. "The way I tell people is like this: Adult women are buying it saying, 'Go girl go.' Men are buying it saying, 'Hey girl, you go!' And little girls are buying it saying. "Go Danica. I want to be like you.' "

T.J. Patrick sees examples of his daughter's popularity outside of the motor sports world. He cited a recent AOL online poll for role models among athletes.

"Tiger Woods was first, and Lance Armstrong was second," he said. "But Danica was third. She ranked ahead of Tom Brady, Derek Jeter, LeBron James and Michelle Wie."

Topps, a baseball card company, produced a 2006 limited edition vintage set that has 15 superstars from other sports. Patrick is the only racecar driver included.

Moroknek said the Sports Business Journal conducted a recent survey on four drivers – Dale Earnhardt Jr., Tony Stewart, Jeff Gordon and Patrick.

"In the recognition category, Patrick was the lowest of the four," he said. "But in the likeability factor, she was the highest of the four."

And what would happen if she won the Indy 500?

"Through the roof," Moroknek said. "The sky's the limit if that happens."

E-mail tblount@dallasnews.com

Danica Patrick is among the IRL drivers scheduled to sign autographs before the Sam Hornish Jr. bowling tournament today from 6 to 7 p.m. at AMF Showplace Lanes in Euless. The bowling begins at 7:30 p.m. and proceeds benefit Speedway Children's Charities. Cowboys Terry Glenn and Keith Davis and drivers Hornish and Helio Castroneves are among the celebrity bowlers.

Bombardier Learjet 500K, 8 p.m. Saturday, Texas Motor Speedway, Fort Worth (ESPN)

Patrick has more sponsors than any other IRL competitor, including: Argent Mortgage, Secret deodorant, Hostess snacks (as a Racing diva promotion), Mr. Clean, Peak Antifreeze, St. Paulie Girl beer, Tissot Swiss watches.