DC superheroes gear up for three-year NASCAR deal

Superman, Batman, The Flash and Green Lantern will team up with NASCAR drivers Kasey Kahne, Jeff Gordon, Jimmie Johnson and Dale Earnhardt Jr. as part of a new promotional partnership between DC Entertainment, Warner Bros. Consumer Products and Hendrick Motorsports.

Announced today, the three-year deal is geared toward marketing NASCAR to a younger demographic with initiatives like car paint schemes featuring DC superheroes, and print and digital comics co-starring the Hendrick drivers.

Like comics, NASCAR is seeing its audience, which is 78 percent male, age: According to Variety, the average fan is 42 years old. The agreement also gives DC and Warner Bros. an opportunity to reach the 5.8 million viewers who tune in to each of the races broadcast on Fox, TNT, ABC and ESPN.

Superman will be the first superhero out of the gate, appearing on Earnhardt's No. 88 Chevrolet SS on May 25 at Charlotte Motor Speedway and June 15 at Michigan International Speedway. The Man of Steel will be featured in a National Guard paint scheme to promote Superman Hall of Heroes, a new gift-giving website launched this week by Warner Bros.

The Superman/National Guard paint scheme will be unveiled May 21.

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