Nascar opens drive for more profitable sponsorship deals

Friedman, Wayne
March 1999
Advertising Age;3/22/1999, Vol. 70 Issue 12, p22
Trade Publication
This article reports on the negotiations opened by the National Association of Stock Car Racing (Nascar) with telecommunications companies for sports sponsorship deals in the U.S. in 1999. According to executives close to the sport, Nascar probably will not renew its deal with MCI WorldCom. Nascar officials have had introductory talks with Sprint Corp. and AT&T Corp. When Nascar inked its deal with MCI in 1996, the car racing organization gave the company complete exclusivity for all aspects of its business. Now Nascar wants to break up these areas and sell them off to different marketers to maximize the rights fees. For all sports, telecommunications is an exploding segment, particularly in promoting the Internet and other personal communications technologies.


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