Mothers Against Drunk Driving Signs To Sponsor NHRA Team

The MADD Top Fuel Dragster

Mothers Against Drunk Driving has entered a three-year sponsorship deal for Don Lampus to drive the "Racing Program for MADD" (RPM) Top Fuel dragster in the NHRA Powerade Drag Racing Series beginning in '02. Lampus will unveil an interactive trailer and display at NHRA events that will educate fans on the dangers of drunk driving. The deal will be funded by corporate supporters, who will receive signage on the car, transporter, crew/driver uniforms and the interactive display trailer (RaceSport).

EXPOSURE: Joyce Julius reports that Budweiser received $165.6M worth of media exposure via its sponsorship of Dale Earnhardt Jr. in the NASCAR Winston Cup Series this season, breaking its record of $58.3M in '00. Budweiser received 14 hours, 54 minutes worth of on-screen time on NASCAR telecasts and replays. Budweiser also received 489 verbal references during live telecasts and replays. DuPont was second with $136.4M worth of exposure via its sponsorship of Jeff Gordon. Ad time for this year's NASCAR broadcasts on network TV cost at least $170,000 for 30-seconds, up from $100,000 a year ago (Rick Westhead, BLOOMBERG NEWS, 12/10).

SPORT STILL SELLS: The BALTIMORE BUSINESS JOURNAL's Keith Reed reports that "despite a tough economy," Baltimore-based Dewalt Industrial Tool Co. is "sticking with" its $8-10M sponsorship of Roush Racing and driver Matt Kenseth in the Winston Cup Series. Dewalt National Marketing Manager John Cunningham: "We feel that we're really synonymous with racing. It's pretty critical to our success" (BALTIMORE BUSINESS JOURNAL, 12/7 issue).