Incoming Call

Taking the veil off the worst-kept secret in sports marketing, NASCAR and Sprint Nextel execs announced that the Nextel Cup is being renamed the Sprint Cup Series. The rebranding marks the third name in six years for NASCAR's top series, and Brian France acknowledges, "In a perfect world we would change the name as infrequently as possible. But, there comes a time when the opportunity outweighs that issue." While the change is not official until January 1, work begins right away, as promotion for Sprint's new $1M sweepstakes will be evident at Chicagoland Speedway this week.

Bjorn Again
NBC’s Wimbledon overnights up 10.3% for Nadal-Federer final and up 27.3% for Venus' win on Saturday.

Truth In Advertising
TNT debuts “Wide Open Coverage" during Nextel Cup Pepsi 400 to good reviews.

Before The Fall
MLB rolls out earliest-ever postseason advertising campaign to help combat downward ratings trend.

Don’t Make Me Come In There
Possibility of David Stern intervention pushes talks forward between Bucks and Chinese draft pick.

Congressional Affairs
AT&T National forgoes $250,000-500,000 in sponsorship dollars for clean look; event has major-like feel in inaugural year.

Throwing A Shut Out
Americans continue to hold no seats on IOC Exec Board after Anita DeFrantz loses bid by wide margin.

Bronx Cheer
ESPN’s eight-part miniseries about ’77 Yankees opens tonight to largely positive reviews.