NASCAR corporate sponsors bring in "thousands of
customers, wholesalers and distributors to the race track
every week" and "more companies than ever want to be NASCAR
sponsors so they can wine and dine corporate clients
trackside," according to Mark Yost of the WALL STREET
JOURNAL. NC-based Cotter Group President Tom Cotter:
"Today, NASCAR corporate hospitality is nothing but business
to business." DE-based MBNA Senior VP/Motorsports Dave
Elgena, on the "affinity" credit cards featuring NASCAR
drivers that his company issues: "We can't issue the cards
fast enough" (WALL STREET JOURNAL, 2/22). In N.Y., Luke
Cyphers profiled the marketability of Jeff Gordon under the
header, "The Gordon Rules: Jeff Wants To Be Like Mike."
World Wide Entertainment President/Motorsports Jay
Schulthess: "He's a family-values man, never one to use
profanity." TX-based GSD&M Communications Dir Eric Webber,
on the appeal of the drivers: "You don't see a lot of NASCAR
drivers choking their coaches" (N.Y. DAILY NEWS, 2/21).
SPONSORSHIPS: In Richmond, Rea McLeroy wondered whether
GM will "allow the name of one of its companies to appear on
a Ford." Primestar is the sponsor of the Kevin Lepage
driven, Jack Roush-owned No. 16 Ford. Primestar was bought
by GM's Direct TV earlier this year and "officially changes
its name Thursday" (RICHMOND TIMES-DISPATCH, 2/21)....The
SPORTSBUSINESS JOURNAL's Bill King reports on Action
Performance's five-year marketing partnership with Speedway
Motorsports Inc. Action will "set up a 10,800-square foot
open-air shopping area" at SMI's tracks in Charlotte,
Atlanta, Las Vegas and Texas (SPORTSBUSINESS JOURNAL, 2/22
issue)...In Charlotte, Poole & Utter reported that OH-based
Bob Evans Restaurants will "increase its involvement" with
NASCAR, as it will sponsor Randy LaJoie's No. 1 Chevrolet
for the rest of the Busch Grand National season and Shawna
Robinson at the Winn Dixie 300 at Talladega on October 16
(CHARLOTTE OBSERVER, 2/20)....General Mills inked a multi-
year title sponsorship deal for the October NASCAR Winston
Cup and Busch Series weekend at NC Speedway in Rockingham.
Under the deal, the Winston Cup race on October 24 will be
called the Pop Secret Microwave Popcorn 400 (NC Speedway).
