Business in racing: 'NASCAR Wives' show tells story of women in sport

By Erik Spanberg - Contributing Writer
Thursday, January 08, 2009
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Kelley Earnhardt Elledge will be featured in the first episode of "NASCAR Wives" on Jan. 24.

Grant Halverson
Getty Images

COMMENTARY

Americans have already demonstrated an apparently unquenchable hunger for the scoop on “The Real Housewives of New York,” and Orange County and Atlanta, so it was only a matter of time before life in Darlington’s infield and Charlotte’s exurbs came to life.

The actual title of cable network TLC’s docusoap (combining documentary-style footage with soap opera-level depth) tied to the racing world is the aptly titled “NASCAR Wives.” It debuts with a one-hour show on Jan. 24 at 10 p.m. EST after the Miss America pageant and then resumes in the spring with an anticipated run of eight to 16 half-hour episodes.

Produced by NASCAR Media Group for TLC, the show follows several women as they navigate marriage, motherhood, careers, travel and tending to spouses and family members who make their living in racing. The first episode airing this month includes Kelley Earnhardt Elledge, sister of Dale Earnhardt Jr. and his main business adviser; DeLana Harvick, married to driver Kevin Harvick; and Shana Mayfield, wife of driver Jeremy Mayfield.

TLC pays NASCAR Media Group production fees and for use of NASCAR logos. In exchange, the network sells all advertising around the show and keeps the revenue.

Networks love this kind of “reality television” because costs are low compared with traditional series – and because viewers seem to have an insatiable appetite to watch other people engage in stunts along the lines of shopping, stammering, sighing and furiously abusing cell phones. (To be fair, Jack Bauer performs similar wireless heroics on Fox hit “24” and it is a docu-free series.)

Executives at NASCAR Media Group began working on the concept for the show a couple of years ago but failed to land a deal until late last year. The Charlotte-based media division includes 160 to 165 staffers dedicated to producing shows, documentaries and mining archival footage for DVDs, commercials and online vignettes. If you’ve watched “Dale” on CMT or any of a slew of highlight shows and clips on Speed and ESPN, you’ve seen NASCAR Media Group’s work.

The latest venture marks a departure for the media group – even apart from its former all-access drivers’ show on FX, “NASCAR 360.”
   
“The key for us was to find a network that saw NASCAR as a brand that could help them branch out into a new consumer base,” says Jay Abraham, chief operating officer at NASCAR Media Group. “And for us, find a network where we would be able to bring some new viewers to NASCAR.”

Like similar shows (think “The Real Housewives” entries on Bravo), “NASCAR Wives” will build drama by splicing documentary footage of the various women going through day-to-day life. Day-to-day life, that is, if it’s shot with great lighting, snappy editing and all the quotidian elements snipped out.

Expect few antics or diva moments with the NASCAR show. Abraham wants a show portraying the stock-car spouses in what he describes as “heroic terms,” with an eye on promoting the sport to a new audience.
   
Sadly perhaps, these standards all but rule out prospective brawls along pit road. Thus an encore of the 2006 spat at Texas Motor Speedway between Greg Biffle’s girlfriend, Nicole Lunders, and Kurt Busch’s fiancée and now wife, Eva Bryan, seems unlikely.
   
Producers hope to minimize track footage and focus on what the women’s lives are like amid the constant juggling of travel, family and career. The wives featured on the show have outside interests and careers, from running philanthropic foundations to managing off-track aspects of their husband’s careers and beyond.
   
“What this does is celebrate women in general,” Abraham says. “Their lives and their challenges and their day-to-day is probably no different than many women in America. They’re independent, they have their own business affairs, their own hobbies.”
   
All true, with the possible exception of the private jets and multiple houses, assets seldom found in most car-pool lanes.
   
The basic point Abraham makes appears to have merit, and, no doubt, the show provides a potential hook to snare more female viewers with a companion soap opera to NASCAR’s male version (i.e., Is Jimmie Johnson really getting along with Dale Earnhardt Jr.? And how much will Tony Stewart miss crew chief Greg Zipadelli after leaving Joe Gibbs Racing?).
   
True to form, it also hits another familiar NASCAR marketing theme: family. Hammering home the message of happy, ambitious couples makes for nice image-buffing, something every sports league craves.
   
If “NASCAR Wives” does well, expect more genre-defying stock-car fare. As Abraham says: “We can build original programming to support all kinds of things in the sport. In a tough economy, it’s the people with creativity who win big. That’s exciting.”

Comments

64 responses to "Business in racing: 'NASCAR Wives' show tells story of women in sport". Post a Comment.
  1. 1
    said:
    Jan 8, 2009 at 11:57 AM

    Kelly Earnhardt Elledge, sister of Dale Earnhardt Jr. The name of the show is Nascar Wives, why couldn't they say she is the wife of crew chief Jimmy Elledge????instead of making the story about her being a sister to a driver. Unless the stories are true of kelly & jimmy splitting

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  2. 2
    Tracy McKay said:
    Jan 8, 2009 at 1:02 PM

    Because if they said "Kelly Elledge wife of crew chief Jimmy Elledge" they wouldn't get anywhere near the number of people watching as they will when they say the name Earnhardt....especially throwing in Jr's name!

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  3. 3
    said:
    Jan 8, 2009 at 2:09 PM

    She goes by Kelly Earnhardt Elledge, everyone knows that. My point is, the show is Nascar WIVES. She is not Jr's wife!! They should have said wife of Jimmy Elledge and SISTER of ...........!

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  4. 4
    Betty Gilmartin said:
    Jan 8, 2009 at 2:50 PM

    It should just sat Kelley Earnhardt since that the name she now uses. She & Jimmy do not have a conventional marriage. It night be hard to explain how Mark McFarland is her boyfriend yet she's married to Jimmy.

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  5. 5
    deano88 said:
    Jan 8, 2009 at 3:03 PM

    betty, betty, betty shame on you
    little jealous? hahahaha

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  6. 6
    Arthur Trim said:
    Jan 8, 2009 at 3:29 PM

    Simply more voyeurism, hype and hustle!
    All in the name of reality! There is a name for people that will do anything for money!

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  7. 7
    Patsi Wilbanks said:
    Jan 8, 2009 at 3:33 PM

    All who lashed out at Kelley are just jealous!!!! make a mountain out of a mole hill and who cares anyway!!!!

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  8. 8
    Tim Hearington said:
    Jan 8, 2009 at 3:33 PM

    Ok, fill me in. Who is Mark McFarland and when did all this start?

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  9. 9
    Patty said:
    Jan 8, 2009 at 3:48 PM

    It would be nice to see something about some of the wives, and how they cope. But I would like to also see how the families of Dale Jarrett, Ken Schrader, Sterling Marlin, and other not-around-much anymore handled things with their kids and having a life outside of racing. DeLana Harwick almost lives at the track - she doesn't have to worry about kids, yet. She's a good person, but she doesn't have to focus on kids, school, and other everyday family concerns. What about Mark Martin's wife? Joe Nemechek? They have kids.

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  10. 10
    Marilyn Fisher said:
    Jan 8, 2009 at 3:55 PM

    SAID---Boy talk about jumping for the gossip. Leave Kelley alone. She is trying to make a life for herself and do a job besides.
    Are you going to critize the show if they have all the other "girlfriends" on. There are several drivers who have girlfriends I'm sure they will be there sometime with 16 shows to fill. if you want to complain, complain to the producers of the show---they probably named the show. I'm sure Kelley didn't have anything to do with that.

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  11. 11
    MARTIN said:
    Jan 8, 2009 at 3:56 PM

    It seems if the name Earnhardt is mentioned it always with criticism or rumors. She is a NASCAR wife! I must have missed something, I do not see where it said NASCAR drivers wives.

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  12. 12
    JACKIE JOHNSON said:
    Jan 8, 2009 at 3:59 PM

    Too bad they didn't do this 20 years ago when the real wives of NASCAR were around. The ones that rode to the track with the old man and kids and spent the whole weekend with the whole family there. Not the ones that fly in on Sunday with their make-up bags and nannies.

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  13. 13
    Pat Draper said:
    Jan 8, 2009 at 4:02 PM

    I have a feeling they are going to botch this up by not using real wife's like dj's and Marks and jeff burton wife's that have a family to care for and kids to raise. None of these Delana or jimmy's wife or none of them that only have their husband's to worry about and all the money they need to do and go anywhere they want. I want to know about real women not these young gals.

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  14. 14
    MrWalleye2U said:
    Jan 8, 2009 at 4:03 PM

    He was in the 88 car before Brad Keselowski.
    Rumur of her and Mcfarland started when she
    was in VL after he won a Hooters Pro Cup race at Myrtle Beach. Her hug looked just a
    little bit too friendly. Whether & Jimmy are
    still together is a good question. All i know is she is living in Jr's new home. Hope
    that answers your question.

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  15. 15
    Marilyn Fisher said:
    Jan 8, 2009 at 4:06 PM

    Jackie, how true---"Back in the good ole days"

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  16. 16
    MrWalleye2U said:
    Jan 8, 2009 at 4:10 PM

    Kelley is a bright business woman who happens to have the most popular name in Nascar. Whether her and Jimmy are still together is a good question. Hey Mark cant
    drive a moped but he is smart enough to find
    away to latch on to Kelley. And i'm sure there are a lot of men that would like to be
    seen with Kelley.

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  17. 17
    Sheila Hawley said:
    Jan 8, 2009 at 4:10 PM

    Good for you, Martin. You understand what the program is trying to do. It hasn't even aired and already there are petty comments. Give it a chance, already.

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  18. 18
    Nancy Hall said:
    Jan 8, 2009 at 4:31 PM

    Speed had a show like this a couple of years ago, they followed Kevin and DeLana Harvick,Jeremy and Shana Mayfield as well as some other dirvers. As a resut of that show I grew to dislike both DeLana and Shana, they did nothing to impress me all they did was whine about every thing. I won't watch the new show because I'm not interested in of the aforementioned NASCAR wives.

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  19. 19
    louise maze said:
    Jan 8, 2009 at 4:44 PM

    They should name this show BARBIE DOLLS OF NASCAR, they all look alike, they have the big fancy RV, planes etc
    Give me the wives who started with their men,kids,just plain hard times....LL3

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  20. 20
    louise maze said:
    Jan 8, 2009 at 4:47 PM

    They should name this show BARBIE DOLLS OF NASCAR, they all look alike, they have the big fancy RV, planes etc
    Give me the wives who started with their men,kids,just plain hard times....LL3

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  21. 21
    Betty Gilmartin said:
    Jan 8, 2009 at 4:52 PM

    One of my friends said that Angie Skinner was on XM today and she said that were filming them when Mike got the phone call that he no longer had a job. And, Angie specifically mentioned that the show was going to show how Kelley balances running JR Motorsports with being a single mother.

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  22. 22
    Betty Gilmartin said:
    Jan 8, 2009 at 4:53 PM

    deano88 said:
    Jan 8, 2009 at 12:03 PM
    betty, betty, betty shame on you little jealous? hahahaha

    I don't care, but TECHNICALLY she NO LONGER A NASCAR WIFE. She's NASCAR daughter & sister and that's it.

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  23. 23
    Geri Wolf said:
    Jan 8, 2009 at 5:20 PM

    Aren't we all kind of married to our jobs? We spend more of our lives at the job than anyplace else. So, Kelly a NASCAR wife!!!And remember she is laughing at you - all the way to the bank.

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  24. 24
    Stephanie Hunt said:
    Jan 8, 2009 at 5:36 PM

    I believe the name of the show is "NASCAR Wives", not NASCAR Driver's Wives...so eventually we could be watching one about one of the Hualers wives. She's an Earnhardt, everyone should be used to it.

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  25. 25
    Patty said:
    Jan 8, 2009 at 6:00 PM

    I tried to contact NASCAR Images about this show, and on their website, they have 2 email addresses for interest in sales or event planning. Both of those came back as undeliverable. But it would be nice if we could send them our views before everything is set and filmed.

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  26. 26
    Marilyn Fisher said:
    Jan 8, 2009 at 6:15 PM

    Patty-call SM NASCAR's afternoon show and the people on their should give you the update---Yes, Angie was on there today and tried to explain what the show would be about. It's not just about driver's wives--

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  27. 27
    Janice Marler said:
    Jan 8, 2009 at 6:24 PM

    It will be interesting to see how it's done. I've put it on my calendar to watch. How well it's done will help decide whether to continue watching or not. The only reality shows that I've watching are the ones that ESPN had to pick a new sportscaster and HDTV to pick a new designer. The others are too contrived for my tastes.

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  28. 28
    said:
    Jan 8, 2009 at 6:32 PM

    They should change the name of the show to NASCAR WOMEN, then there won't be any confusion as to whether they are profiling a wife or sister or mother or cousin that is involved in the business. Post #1 was only trying to say that when Kelly's name was mentioned as a NASCAR WIFE, they didn't mention who she is the WIFE of, only that she is the sister of..... Post #21 As for Angie Skinner saying how Kelly manages JR Motorsports and being a single mother, give me a break. With her money, it shouldn't be a problem. Tell that to all the single mothers out there that have to struggle just to pay bills and afford daycare for their kids.

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  29. 29
    Jo Ray said:
    Jan 8, 2009 at 7:00 PM

    I will give it a shot. If the wives do have interesting lives aside that of being on their arm on Sunday and flying around to all their hubbies appearences. What it takes to live such a live that is so mobile and active for 10 months. How they cope with the knowing how fans feel about their spouces. Do they have a life or they just extensions of their husbands persona. It could be interesting and then again not.

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  30. 30
    debra bates said:
    Jan 8, 2009 at 7:47 PM

    wow!!!!!!!!! i wish we all knew what goes on behind close doors.

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  31. 31
    Bernadette Motherway said:
    Jan 8, 2009 at 8:22 PM

    Hmmm!!! Let's interview Patty Petty. Do you think there will be any nostalgia brought to this program?

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  32. 32
    Jerry Allison said:
    Jan 8, 2009 at 10:34 PM

    Kelley Earnhardt,what a nice lady,she is awesome at what she does,runs a NASCAR operation and keep up with all the bs that is thrown at her,not to mention she stands behind her brother and her dads dream to compete in this tough and challenging sport,you go girl.

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  33. 33
    rae said:
    Jan 9, 2009 at 2:16 AM

    What a bunch of nit-pickers! Give the show a chance. A good suggestion... that it be "NASCAR WOMEN". That could include any woman who is involved with NASCAR... mother, sister, wife, daughter, aunt, cousin, race car driver, commentators, relatives of the drivers of the haulers, etc. For those of you that mentioned the luxuries that some of the women have… that doesn't mean that they don't have a lot of responsibilities like every other woman... maybe even more.

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  34. 34
    Bev Harris said:
    Jan 9, 2009 at 2:28 PM

    Much ado about nothing -- once again.
    Hard times are ahead for NASCAR with Detroit
    going "broke" so this show will give some
    lightness to all the gloom and doom acoming... Set back and enjoy it.

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  35. 35
    Sarah Oxfurth said:
    Jan 9, 2009 at 9:49 PM

    Is Kelly (Kelley?) divorced? I'm confused. I thought she was still a NASCAR wife-she has a boyfriend? I'm really confused now. ANYWAY, I'm actually looking forward to this. I think it's really poor form for y'all to criticize these women as "barbie dolls." Whether they are there just on Sunday (after all, if I have kids to take to school and they have activities on Saturday and my husband were in NASCAR, I'd likely only show up on Sunday, too, I'd want my kids to have relatively normal lives), or all weekend, they're still dealing with a lot of stress-just like the wives of any other high-risk occupation. I don't even get to watch my husband do his job in the Navy-but I still feel a lot of stress due to the risks.

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  36. 36
    Bernadette Motherway said:
    Jan 9, 2009 at 10:32 PM

    Thanks Sarah for the comments.

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  37. 37
    amy heitger said:
    Jan 10, 2009 at 10:25 PM

    Wow...these comments really prove that women are catty. Who cares? It's a TV show. Watch it or don't, find something better to do than complain about it. And enough with the "poor, poor, single mother" attitudes. Everyone makes choices, there is birth control. Everyone has problems, not just single mothers.

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  38. 38
    MrWalleye2U said:
    Jan 11, 2009 at 4:46 PM

    Could they be trying to get more people to
    tune in on Sundays? You will see a ton of
    empty seats every week. So if they can get a
    few more people inrested in the show,they might just watch or attend more races. They
    are going to do all they can to find some
    new people in the seats. Glad im not the one
    that will be painting the seats in different
    colors so it looks good on TV. I would like
    to paint the seats for a night race. It would be fun to see if they seats that were painted in a glow color bother the driver.
    Good thing they are starting to hand out the
    little cups.

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  39. 39
    Anonymous said:
    Jun 29, 2009 at 11:39 AM

    1Cxn6h comment5 ,

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  40. 40
    Anonymous said:
    Jul 2, 2009 at 2:26 PM

    Perfect work!

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  41. 41
    Anonymous said:
    Jul 2, 2009 at 3:57 PM

    Great site. Good info.

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  42. 42
    Anonymous said:
    Jul 2, 2009 at 5:34 PM

    Very interesting site. Hope it will always be alive!

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  43. 43
    Anonymous said:
    Jul 4, 2009 at 4:58 AM

    If you have to do it, you might as well do it right.

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  44. 44
    Anonymous said:
    Jul 4, 2009 at 6:09 AM

    Great site. Keep doing.

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  45. 45
    Anonymous said:
    Jul 4, 2009 at 7:18 AM

    Great site. Keep doing.

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  46. 46
    Anonymous said:
    Jul 5, 2009 at 3:48 PM

    Perfect work!

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  47. 47
    Anonymous said:
    Jul 5, 2009 at 5:05 PM

    Perfect work!

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  48. 48
    Anonymous said:
    Jul 5, 2009 at 6:23 PM

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  49. 49
    Anonymous said:
    Jul 6, 2009 at 3:21 AM

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  50. 50
    Anonymous said:
    Jul 6, 2009 at 4:39 AM

    Very interesting site. Hope it will always be alive!

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  51. 51
    Anonymous said:
    Jul 6, 2009 at 5:57 AM

    Beautiful site!

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  52. 52
    Anonymous said:
    Jul 8, 2009 at 2:29 PM

    Very interesting site. Hope it will always be alive!

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  53. 53
    Anonymous said:
    Jul 8, 2009 at 3:47 PM

    Beautiful site!

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  54. 54
    Anonymous said:
    Jul 8, 2009 at 5:47 PM

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  55. 55
    Anonymous said:
    Jul 10, 2009 at 12:47 AM

    Great site. Good info.

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  56. 56
    Anonymous said:
    Jul 10, 2009 at 2:42 AM

    It is the coolest site, keep so!

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  57. 57
    Anonymous said:
    Jul 10, 2009 at 4:02 AM

    It is the coolest site, keep so!

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  58. 58
    Anonymous said:
    Jul 10, 2009 at 5:23 AM

    Perfect work!

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  59. 59
    Anonymous said:
    Jul 10, 2009 at 7:34 AM

    Great work, webmaster, nice design!

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  60. 60
    Anonymous said:
    Jul 10, 2009 at 8:54 AM

    Very interesting site. Hope it will always be alive!

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  61. 61
    Anonymous said:
    Jul 10, 2009 at 10:17 AM

    Great site. Good info.

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  62. 62
    Anonymous said:
    Jul 11, 2009 at 3:52 PM

    Perfect work!

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  63. 63
    Anonymous said:
    Jul 11, 2009 at 6:00 PM

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  64. 64
    Anonymous said:
    Jul 11, 2009 at 8:10 PM

    Excellent site. It was pleasant to me.

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Gatorade Duel 1

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