After R.J. Reynolds dropped its sponsorship of the
Winston Racing Series, some NASCAR observers "wonder if that
move is another indication of the tobacco company's
dwindling influence" in the sport, according to Mike Mulhern
of the WINSTON-SALEM JOURNAL. Mulhern writes that perhaps
the move "shows another small rift in the once solid-as-
granite NASCAR-RJR connection as NASCAR's next generation
tries to move the sport beyond tobacco." Some also "sense
what they call a growing malaise in RJR's sports operation,
perhaps even a growing disinterest in stock-car racing."
But RJR Sports Marketing Enterprises President Rick Sanders
"insists otherwise" and said that people "may be mistakenly
reading a new determinedly low-key approach to tobacco
marketing and presence in general." Sanders: "I don't agree
with the premise that our clout in this sport has diminished
at all. I think there is the reality that the sport has
grown, and there are a lot of other people here. But we
have a very effective partnership with NASCAR." Sanders, on
RJR ending its Winston Series sponsorship: "We looked at a
variety of alternatives, because NASCAR wanted us to
continue as series sponsor. ... NASCAR is not the problem
here. ... The real problem is the MSA [U.S. government's
Master Settlement Agreement]." The MSA will allow RJR to
continue its NASCAR, NHRA and Vantage Championship sports
sponsorships until 2001 or until they expire, whichever
comes first. After that, the MSA allows for only one brand
sponsorship. Sanders: "We will have to make some decisions
longer-term about those, but we've got 'til 2001 to make
those. ... Our commitment to our sponsorship of the NASCAR
series remains as strong as it's ever been. It is an area
where we will continue to focus significant resources, an
area we value highly, and a partnership we expect to
continue on for years to come" (W-S JOURNAL, 10/21).
