CBS Sports and International Speedway Corp. extended their
current deal in which CBS will broadcast the Daytona 500 through
2001. As part of the deal, CBS Sports has acquired the rights to
broadcast NASCAR's Pepsi 400 starting in '98 and the Daytona 300,
scheduled for February '97. The deal also includes extended
broadcast rights for the Busch Clash and Gatorade 125's through
2001 (CBS). CBS is paying up to $20M a year for four additional
years of coverage. CBS' previous deal was reportedly for $8M.
Neal Pilson of Pilson Communications represented NASCAR. CBS
Sports President David Kenin called the rights fees "out of
proportion to the ratings, but there's so many competitors today.
It's going to be hard to make money on Daytona itself. We'll
have to be creative" (USA TODAY, 9/26).
WAVE TO THE GALLERY? CBS golf producer Frank Chirkinian, his
agent and CBS Sports President David Kenin "are to meet soon to
discuss Chirkinian's future," according to Tim Rosaforte of SI's
"Golf Plus." High-ranking CBS execs reportedly want to replace
Chirkinian with 41-year old Lance Barrow. Rosaforte notes if
changes are made at CBS, Chirkinian "might be pushed into the
arms" of Fox, were he would be "reunited with Pat Summerall and
might also be in a position to resurrect the career" of Ben
Wright (SI, 9/30).
