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With the big news now known (Dale Earnhardt Jr. to Hendrick in 2008, Kyle Busch out), a question left unanswered at the press conference becomes Topic A in this matter.  Namely, what will the car number and sponsor be for Dale Jr.'s ride come next February in Daytona.

I've been rolling with the belief both number (#5) and primary sponsor (Kellogg's) will remain in place.  However, after mulling it over and talking to some people who have genuine knowledge of such things, I'm going to shift over to this educated guess:

•  The car number will be #8;

•  The primary sponsor will be Nike.

The reason for believing Dale Jr. will get his current number away from DEI is partially tied into how the car number question was answered during today's press conference.  Dale Jr. said he'd like to have the #8, but it was something he'd have to talk to Teresa Earnhardt about.  (As if the two are likely to say more than five words total to each other in the next eight to twelve years.  But I digress.)  Rick Hendrick said basically he'd be willing to talk to Teresa about it.  But let's face facts: it will in all likelihood take bucketloads of cash to pry the number away from DEI.  Payback in a family squabble can and usually does get down and dirty in a great big hurry.  What better way than demanding Fort Knox in exchange for what Dale Jr. wants?

This leads to the second part of the equation, namely the sponsor.  It's difficult to not interpret the general vibe as being Dale Jr. wishing to get away from Budweiser.  The most likely reasons for this would be first a desire to change his image from that of a party boy to a serious racer, in which case the 'guilty by association' stigma of being sponsored by a beer manufacturer would have to go.  The second reason would be the enhanced marketability of Dale Jr. should his primary sponsor be one that can appeal to fans of all ages and sensitivities, neither of which apply to Budweiser.

Certainly Kellogg's would love to have Dale Jr. as a marketing tool.  But can they afford it?  Currently the company is operating at a profit, with respectable growth and sales.  But they're not on Easy Street by any means, and they're currently facing the issues of making their products healthier while not alienating anyone's taste buds.  There's even talk of ending advertising aimed at children if they can't re-engineer their kids cereals and other products to lose fat and sugar without also losing their appeal to hungry rugrats.

Nike knows no such problems.  It has long since beaten back the sweatshop allegations that dogged it a few years ago, and it is awash in cash with neither earnings ceiling nor end in sight.  It has made no bones about its desire to in essence own the sports world.  What better way to extend that to NASCAR than stepping in and breaking out the extra calculators needed to total the mega-merchandise sales that would come via sponsoring he who is NASCAR's most popular driver by a country mile; a highly marketable individual liked by men, women, and kids?  Cash is no problem; Nike will cheerfully outspend anyone and everyone in order to achieve its objectives.  You want to keep your old number, Dale?  We'll make a call and be cutting the check before lunch.

That's my educated guess as to what would happen.  Time will tell.  But remember who called today back on May 20th...