Warner Bros. Consumer Products, in conjunction with DC Entertainment, has joined forces with Hendrick Motorsports to develop consumer promotions and original content to drive fan excitement and energize the brand’s licensed merchandise initiatives.

The three-year agreement will see WBCP and DCE work with the 11-time NASCAR Sprint Cup Series champions and its partners to build on- and off-track programs that will team star drivers such as Kasey Kahne, Jeff Gordon, Jimmie Johnson and Dale Earnhardt Jr. with superheroes including Batman, Superman, The Flash and Green Lantern.

“We are excited to partner on a long-term program that brings together Hendrick Motorsports’ superhero drivers with the Super Heroes of DC Comics,” says Brad Globe, president, WBCP. “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.”

Potential programs include co-developed car paint schemes, comic books and digital content incorporating DC Comics Super Heroes and illustrated likenesses of Hendrick Motorsports drivers.

The first joint program will come to life around the upcoming Sprint Cup events at Charlotte Motor Speedway (May 25) and Michigan International Speedway (June 15) where Superman will be featured on Earnhardt’s No. 88 Chevrolet SS.

The Superman-themed paint scheme will pair the Army National Guard with the Superman Hall of Heroes, a new online gift-giving portal for everyday heroes.

“Working with Warner Bros. Consumer Products and DC Entertainment will make for an innovative and impactful partnership,” says Rick Hendrick, owner, Hendrick Motorsports. “Adding value to sponsor relationships, developing an even stronger retail licensing platform and engaging with young people are high priorities for us. This collaboration will generate many opportunities in those areas.”