Texas Motor Speedway's (TMS) "flagship event," the
NASCAR Winston Cup race held in April, will sign Primestar
as its title sponsor for the next three years, according to
Richard Alm of the DALLAS MORNING NEWS. While TMS execs
declined comment on the report, Primestar "confirmed" that
next year's event will be called the Primestar 500. Denny
Wilkinson, Senior VP/Marketing & Programming for CO-based
Primestar, said the company has "a real opportunity to be a
factor in the marketplace," and hopes that with the title
deal, "when it comes to NASCAR and Texas, you're going to
think of Primestar." Alm writes that Primestar "isn't a
newcomer" to NASCAR, having previously sponsored May's
Winston Cup race at Atlanta Motor Speedway, a track owned by
Speedway Motorsports Inc., which also owns TMS. Cracker
Barrel restaurants has since signed on as the title sponsor
for that race. An announcement of the TMS/Primestar deal is
expected tomorrow (DALLAS MORNING NEWS, 7/21).
VISA'S REVVED UP & READY TO GO: NASCAR formally
announced its long-reported three-year partnership with
Visa, which makes the credit card the "Preferred Card of
NASCAR." The Visa/NASCAR partnership takes effect January
1, 1999. Visa will develop NASCAR-themed national TV,
Internet and print ads, and receive exclusivity in providing
the NASCAR-Visa marks to member banks and merchants in the
U.S. and Canada. It will also create a presence at NASCAR
venues with track signage, hospitality and premiums. To
coincide with its NASCAR deal, Visa has become an official
corporate sponsor and the preferred card of ISC's Daytona
500 and the Daytona Int'l Speedway (Visa).
