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Name game RJR's sole sponsorship will be NASCAR
By Mike Fish, CNNSI.com In a bid to comply with the 1998 tobacco settlement, R. J. Reynolds Tobacco Co. officials will announce Tuesday that their sole sponsorship next year will be bankrolling stock car racing's Winston Cup Series. CNNSI.com also has learned the tobacco giant will abandon its relationship with the NHRA Drag Racing Series. No decision has been made concerning RJR's future with golf's $1.6 million Vantage Championship. The settlement agreement doesn't preclude RJR from using the company name in other sponsorship, such as the golf tournament. The settlement allows RJR to continue the various elements of its stock car racing program through its Winston brand, meaning that it can not only sponsor the Winston Cup series, but also its No Bull 5 and other bonus programs as well as the Winston West series. RJR can also sponsor other programs under the NASCAR umbrella and still comply with the terms of the settlement agreement. NASCAR officials have operated all along with the understanding that RJR wouldn't turn away from a relationship that dates to 1971, but the manufacturer had to reduce its sponsorship to a single cigarette brand by the end of the year to comply with the tobacco settlement. R. J. Reynolds, through its Winston brand, has long been a major supporter of both the NASCAR stock car racing and NHRA drag racing series. The Winston Cup has been the championship trophy of NASCAR's premier series since 1971, with the company's support of the point fund growing from $100,000 the first year to more than $13 million this season. Since 1971, when driver Junior Johnson helped bring the parties together, RJR has contributed more than $112 million in NASCAR purse, bonus and points-fund money. It's not only pumped in money but also was influential in reshaping NASCAR so that it held fewer, bigger races. And clearly, the relationship is fruitful to all involved. Studies reveal that Winston is far and away the No. 1-sponsor, in terms of on-air mentions, during televised NASCAR events. That exposure alone would cost Reynolds countless millions, if it were still allowed to buy the airtime. Winston also has significantly benefited from deep fan loyalty. RJR officials acknowledge the brand's share among NASCAR Winston Cup attendees and fans is five times that of its national share.
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