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SBD/Issue 13/Sponsorships, Advertising & Marketing
Alabama Getaway: EA Sports Declines To Renew Talladega Deal
Published September 29, 2004
EA Sports Getting Out
Of The Race Sponsorship Game
EA Sports “has declined to extend its contract for naming rights” to Talladega Superspeedway’s fall Nextel Cup race, according to Neal Sims of the BIRMINGHAM NEWS. EA Sports signed a three-year title sponsorship deal in ’01, and later extended it by one year. Sunday will be the fourth and final running of the race under the EA Sports name. The track is looking for a replacement “willing to pick up the seven-figure price tag for title sponsorship.” Talladega VP & GM Rick Humphrey, on EA Sports: “While the event launched their game and moved their product, they concluded sponsorship of a single event was not as necessary as other elements to market their game successfully.” Meanwhile, Humphrey said the track is “close to finishing up a multiyear deal with” Aaron’s, which has a year remaining as sponsor of Talladega’s spring race (BIRMINGHAM NEWS, 9/29).