Anheuser-Busch will cut the number of races it sponsors NASCAR driver Kevin Harvick next season, but company officials Thursday said that they are "committed to the sport and will reallocate the funds as it makes the transition from Budweiser to Busch as the driver's primary sponsor," according to Bob Pockrass of ESPN.com. A-B Dir of Experiential Marketing Nick Kelly said that the company "will use Harvick in more commercials and promotional material as it shifts from outfitting Harvick's car in the familiar red and white of Budweiser in 20 races down to 12 races in Busch's name and colors." Kelly: "We didn't need [Budweiser/Bud Light] awareness anymore. ... The biggest thing for us was the opportunity to bring a brand back that had been with the sport for 40 years. Busch has been basically dormant (in NASCAR) since they left the Busch Series." Kelly added, "It's not a step back for us. It's just more of a different direction. ... We're trying to reach new fans." Harvick, the defending Sprint Cup champion, "will have sponsorship from Jimmy John's for the majority of the races, and the sandwich company is expected to absorb many of the races left open by Budweiser." Kelly said that A-B "has not had any talks with NASCAR about replacing Sprint, which will leave as sponsor of NASCAR's Cup Series after next season" (ESPN.com, 10/8).
