Back To The Future

For the first time since the early '90s, the Indy 500 is generating the sort of buzz long-time race fans have come to expect. However, instead of names like Mears, Unser and Fittipaldi dominating the headlines, the resurgence is being led by a new breed of drivers like Danica Patrick and Graham Rahal. Columnists are saying a win by Patrick, Rahal or Marco Andretti could take the sport back to a level of popularity unseen since before its split with Champ Car. The league hopes the excitement coming from the Brickyard will result in a long-sought title sponsorship; IRL Commercial Division President Terry Angstadt reiterates the circuit would ideally sign an entitlement deal before the end of the year. Meanwhile, blue-chip companies including Coca-Cola and McDonald’s are back in the open-wheel racing fold after leaving years ago, and several other major corporations are serving as primary sponsors for entries in the 33-car field.

On Wings & A Prayer
Stanley Cup gets underway Saturday and the NHL hopes the dynamic pairing will grab high TV ratings; Bettman targets existing NHL fans.

Playoff Power Brings May Flowers
TNT, ESPN continue to see great NBA postseason ratings after first games of Conference Finals.

Adding By Subtracting
Nike returning to Wieden & Kennedy after 14-month stint with Crispin Porter & Bogusky.

Bruton's Strength 
SMI pays $78.3M for Kentucky Speedway; Smith likely to do what it takes to move Cup race there.

Hold The Mayo
O.J. Mayo eyeing new agent after scandal causes split from BDA.

Mike & The Mad Dawgs
Browns promote Senior VP Mike Keenan to President, filling two-year vacancy.

If You Pump It, Will They Come?
Braves eyeing gas giveaway promo in effort to maintain fan support amid slumping economy.

That's The Ticket
Kevin Garnett appearing in new TV spot for Verizon's FiOS DVR system.