McDonald's will renew its sponsorship deal with NASCAR,
according to Bernstein & Lombardo of the SPORTSBUSINESS
JOURNAL, who write that the move comes "to the surprise of
industry insiders who believed" that the company was "ready
to end its run as the 'official drive-through' of the racing
circuit." While Burger King "appeared close" to a deal with
NASCAR this summer, NASCAR CEO Bill France "favored keeping"
McDonald's, and the company "came up with an 11th-hour
offer" to renew its sponsorship that began in '93.
McDonald's U.S. Sports Marketing Dir Neil Perry said that a
"contract for a four-year sponsorship of NASCAR was sitting
on his desk and waiting to be signed." Perry: "We locked
ourselves in a room with them and got it done." Sources
said that neither McDonald's nor Burger King "ever put a
large rights fee on the table," offering "only about"
$500,000 a year. Perry said that McDonald's "will try to
'bring more life'" to its NASCAR effort in cities where
Winston Cup races are held by adding local marketing
programs, and the company will introduce a Hot Wheels Happy
Meal promo in January (SPORTSBUSINESS JOURNAL, 10/25).
