NASCAR "probably will not renew its deal" with MCI
WorldCom, which is worth a reported $1.5M annually and ends
this year, according to Wayne Friedman of AD AGE. When the
deal was signed in '96, MCI was given "complete exclusivity"
in the telecom category, but NASCAR "wants to break up" the
category and sell off its various aspects to "different
marketers to maximize the rights fees." NASCAR has had
"introductory talks" with Sprint and AT&T. NASCAR Managing
Dir of Corporate Marketing Brent Yormark: "We don't
necessarily have a dollar amount in mind for rights fees."
NASCAR is also "considering a revamp" of the fast-food and
pain reliever categories. McDonald's currently has rights
in the fast-food category, which is worth $1.5M annually,
but it is "limited to one small promotion a year" because of
its "extensive marketing relationship" with Walt Disney. In
addition to higher rights fees, NASCAR wants the "new" fast-
food partner to "plan two major promotions, spending some"
$10-15M in media support for each effort. In addition,
NASCAR's Yormark has "identified some 2,000 companies in 110
new categories," as NASCAR looks to "significantly increase
its number of sponsors," which is now at 42 (AD AGE, 3/22).