Joe Mattes brings nearly two decades of NASCAR business experience to his position as Vice President of Marketing and Licensing. In this role, Mattes oversees the managing and marketing of personally licensed products for Dale Earnhardt Jr. and JR Motorsports. He is also dealt the task of attaining and cultivating sponsorship for the organization’s two-car NASCAR Nationwide Series operation.
Mattes’ first endeavor in the racing world came in 1995, when he served as President of Dale Earnhardt’s first-ever souvenir company. Together Earnhardt and Mattes became trend setters in the big business of NASCAR merchandising.
In addition to starting Sports Image Inc., which eventually sold to Action Performance, Mattes led the charge to create the apparel brand, Chase Authentics. As President from 1997 to 1999, he continued in the development, and marketing of the Chase Authentics brand. Mattes then helped blaze the trail for NASCAR’s venture into internet shopping. In 2000 he joined Turner Sports as Vice President of E-Commerce for the NASCAR.com Superstore, which became hugely popular for fans to purchase NASCAR licensed merchandise. Under Mattes’ watch, the NASCAR.com Superstore was listed at 188 of 500 in the 2006 Internet Retail Top 500 Guide. Mattes was also an integral player in the implementation of the NASCAR Team Properties in 2010.