The Broad Street Licensing Group announced today that it brokered an exclusive licensing deal for its client, Shelton, CT-based BIC USA Inc., and NASCAR star Dale Earnhardt Jr. for disposable lighters. Carole Francesca, president of Broad Street Licensing, said “Dale Earnhardt Jr. is the most popular driver on the NASCAR Sprint Cup Series circuit and a licensing powerhouse. This deal with the #1 disposable lighter brand is a perfect alliance.” Adam Blumenthal, Brand Manager, Pocket Lighters – BIC Consumer Products USA, described the license as “an important addition to our long successful partnership with the NASCAR brand.”

The licensing deal with BIC Lighters is a continuation of wholesale change for Earnhardt Jr., who drives for Hendrick Motorsports in the #88 Chevrolet sponsored by Mountain Dew/AMP Energy and National Guard. He is a 17-time winner in the NASCAR Sprint Cup Series, and recently was voted NASCAR’s Most Popular Driver for the fifth consecutive time.

“BIC is a category leader, so it makes perfect sense on a licensing scale to align Dale Jr. with the top brand in the lighter industry,” said Thayer Lavielle, vice president of marketing and brand awareness at JR Motorsports. “We want fans to know that when they are holding a lighter with Dale Jr.’s image on it, they are holding a BIC.”