Sony and Dale Jr. and more on Adidas: Sony will announce Thursday [6/21] that Dale Earnhardt Jr. has signed a personal endorsement contract with the high-end consumer electronics company. Adidas is set to announce another deal with Earnhardt next month. Sony was an easy choice for Earnhardt, an avid online racing gamer who likes high-tech gadgets and computers. He primarily will hawk high-definition products (such as TVs, camcorders, cameras and Blu-ray disc players) for Sony, joining Peyton Manning and Michelle Wie as its high-profile endorsers.(USA Today)(6-21-2007)

Sony, Adidas.... what's going to be next? Signing with Hendrick is turning into a marketing machine for both parties.