RUSTY NEVER SLEEPS: WALLACE PROVES TO BE VALUABLE PARTNER

          Rusty Wallace competes in the Winston Cup Series for
     Penske Racing South and is consistently ranked as one of
     NASCAR fans' favorite drivers.  Wallace currently has 23
     corporate partners and has served as the main focus of
     Miller Brewing's NASCAR promotional efforts since '90.  In
     speaking with THE DAILY, Wallace said that he has taken an
     active approach in dealing with his corporate backers: "I'm
     not the type of guy that just puts the name on the side of
     the car and drives it on Sunday.  I'm very active in ideas
     of how to market the product.  If they have a problem
     selling something, I try to use my relationships to help
     them out.  I try to get deep with these people, and try to
     find out what they're looking for, and try to make them feel
     part of our team."  Wallace specifically mentioned his
     efforts on behalf of Miller Brewing: "I personally went
     around to different sales accounts, helping them call on big
     buyers.  I've gone to all the distributors, having meetings
     with those guys and thanking them for being out there
     working hard."  Miller Brewing Motorsports Marketing Manager
     Sig Wysocki said Wallace "takes an active role in promoting
     his relationship with Miller Lite.  At every race, he
     participates in a dinner or reception with Miller
     distributors and retailers.  This year, we have several [TV]
     commercials featuring Rusty, and he played a key role in the
     development of those commercials. He is also a spokesperson
     for Miller's responsible driving campaign." For a look at
     how Wallace has benefited his corporate partners, see (#4). 
          WALLACE'S GROWING CORPORATE ROSTER: THE DAILY presents
     a complete listing of Wallace's corporate partners. For more
     information on the program, contact NC-based Rusty Wallace
     Inc. Dir of Marketing Tom Knox (THE DAILY).

SPONSOR                                                  CATEGORY
Miller Lite                                                  Beer
Lennox Industries                                 Heating/Cooling
PPG Industries                                Automotive Refinish
Snap-On                                                     Tools
Mead                                               Paper Products
Ford Motor Co.                                         Automobile
United Assoc. of Journeymen & Apprentices   Plumbing/Pipe Fitting
Mazak                                               Machine Tools
Bosch                             Automotive/Industrial Equipment
Mobil 1                                                 Motor Oil
Goodyear                                                     Tire
Oakley                                                 Sunglasses
Airshow                     Inflight Entertainment & Info Systems
Haribo                                                      Candy
Carnival Cruise Lines                                 Cruise Line
Amtrak                                               Rail Service
Bombardier Aerospace                                     Aircraft
Motorola                                       Telecommunications
Nikon                                                      Camera
AT&T Broadband                                     Communications
Utz Quality Foods                                    Potato Chips
Jack Link's Beef Jerky                                 Beef Jerky
Polaris                                                Watercraft

This story appeared in The Sports Business Daily's Special Motorsports Marketing issue published on May 25, 2001.