Burger King, AT&T and Nokia "have all negotiated with
NASCAR in recent weeks," while Allstate "is discussing
involvement" with teams and tracks, according to sources of
Bernstein, King & Brockinton of the SPORTSBUSINESS JOURNAL.
While "sticking points remain," Burger King has "gone so far
as to tell several of its business partners that it expects
to be an official sponsor of NASCAR next year." While there
are "strong indications" that McDonald's "will not renew its
sponsorship, a contingent within NASCAR remains bent upon
retaining the company." NASCAR is "looking to generate more
than" $5M annually for its telecom rights, which is "more
than double" what it is asking for its fast-food category.
NASCAR's goals "differ from one category to the next.
Telecom is cash driven. Fast food is about marketing."
Muhleman Marketing President Max Muhleman: "To have brands
of that quality discussing NASCAR at one time is the best
possible testimony of how much NASCAR has done in
establishing itself" (SPORTSBUSINESS JOURNAL, 8/16 issue).
GAG RULE? In Orlando, Juliet Macur wrote that some
NASCAR drivers "feel obligated to endear themselves to their
sponsors," resulting in some comments that sound "rehearsed
and unnatural." One anonymous driver: "If you said what you
really wanted to say, you'd probably lose your sponsor. ...
It's like wearing a gag." Home Depot Senior VP/Advertising
Dick Sullivan, whose company sponsors Tony Stewart's Winston
Cup team: "A driver shouldn't be censoring himself just
because of the sponsor. As long as it's morally appropriate
and it doesn't disparage the brand, we're perfectly happy
with what a driver says" (ORLANDO SENTINEL, 8/14).
PAYCHEX BOUNCES BODINE: NY-based payroll processor
Paychex "will not return in 2000" as a Winston Cup sponsor
of the Brett Bodine-driven Ford. Paychex VP/Marketing Gene
Polisseni: "This is strictly a business decision to re-
direct our marketing resources" (CHARLOTTE OBSERVER, 8/14).
Paychex said it will continue to be active in NASCAR through
the rest of the Winston Cup season (Paychex).
