Several "heavy-hitting sponsors with ties to both" MLB
and NASCAR are "discussing linking those programs in ways
meant to bring more bang for sponsors and exposure for"
MLB's All-Star Game and World Series, according to Lombardo
& King of the SPORTSBUSINESS JOURNAL. The deals "could
include a pinstriped" Yankees car, with AZ-based Action
Performance producing die-cast, collectible replicas. Also,
A-B is looking to continue its NASCAR/MLB effort that the
company started last summer. The car that the Yankees and
Action are discussing "won't get off the ground unless the
Yankees are guaranteed that they will have one of NASCAR's
top drivers," and negotiations so far have included Dale
Earnhardt Jr., who drives the Budweiser-sponsored Winston
Cup Chevrolet (SPORTSBUSINESS JOURNAL, 2/28 issue).
SPEEDPARK IN CHARLOTTE: In Charlotte, Poole & Utter
reported that a NASCAR Speedpark will open "adjacent to" the
Hendrick Motorsports complex near Lowe's Motor Speedway
"sometime next spring." The Speedpark will "join existing
26-acre facilities" in SC and TN (CHARLOTTE OBSERVER, 2/26).
INSIDE THE DEAL: BRANDWEEK's Mike Beirne reports that
Premier Cruise Line's three-year sponsorships with NASCAR
and driver Rusty Wallace (see THE DAILY, 2/25) will be
touted in a $14M TV/print campaign via Fahlgren, Tampa.
Wallace will wear a Premier patch on his uniform, and
Premier's effort around Wallace "could be a gateway for tie-
ins" with Miller Lite, his main sponsor (BRANDWEEK, 2/28).
