NASCAR: Title sponsor won't be easily replaced

DAYTONA BEACH, Fla. -- NASCAR officials are not yet ready to light a funeral pyre for the R.J. Reynolds Tobacco Company, whose Winston brand sponsors its premier series of stock car racing.

	The Winston Cup Series may be a thing of the past. Credit: Autostock

But chief operating officer George Pyne said Thursday if Reynolds does depart as the sponsor of the Winston Cup Series, it would be akin to a death in the family.

"RJR was with NASCAR when it wasn't particularly popular," Pyne said. "We're certainly going to reciprocate in that spirit. Guys remember that when tracks needed to be painted, and needed scoreboards and things like that, RJR was there for them.

"This is a situation you hope happens to you once in a lifetime. Ideally, we would like this to be a situation that we have to face only about every 25 to 50 years."

However, he also said that, given the seeming suddenness of the decision, which R.J. Reynolds confirmed Thursday, that NASCAR was still comfortable with its position within the sporting community.

"We think we have a valuable brand (and) what we would be selling you can't really buy anywhere else," Pyne said. "If you ask any of their (RJR) people, I think they will tell you they see a great value in NASCAR and that it's as valuable as it's ever been.

"Our relationship with them has never been better."

After a story broke Wednesday that said RJR was considering dropping its sponsorship, the tobacco company issued a statement Thursday citing "changing business dynamics" and saying the company had discussed with NASCAR the possible benefit of pursuing alternate sponsorship.

Ned Leary, the president of RJR's Sports Marketing Enterprises, said RJR signed a five-year contract extension as sponsor of the Winston Cup Series last year. That agreement, through which the company spends an estimated $50 million annually in various aspects of the sport, expires at the end of 2006.

THING OF THE PAST?  WINSTON-SALEM, N.C. -- The Winston Cup in the NASCAR Winston Cup Series may be gone after 2003.  •  Full story, click here

"What people have to remember is that managements change, industries change and that affects how people look at our sport, whether or not it has anything to do with the value of NASCAR," Pyne said. "There are situations that are unique to them that are way beyond our control that impact how they invest their dollars, and I think that's the case here."

Winston has built tremendous equity and brand recognition in its more than 30 years in the sport. Its first year of sponsoring the former Grand National Division was 1971.

Winston spokesman Denny Darnell said any provisions of the 1998 Master Tobacco Settlement Agreement would not preclude Winston sponsor the series beyond 2006.

Pyne said Winston might still be the series sponsor after 2006, or it could be gone as soon as 2004.

"We have a great rapport with them -- a great relationship and I wouldn't rule anything in or out," Pyne said. "That is probably going to be the frustrating part for everybody.

"This is a significant investment for anybody (considering sponsorship) and these things take time (but) either scenario is within the realm of possibility."

Pyne said having the backup of a five-year deal with Winston was a security blanket that did not compel NASCAR to move swiftly on securing any other deal.

Lowe's Motor Speedway -- as one of 23 tracks that host Winston Cup events -- has a serious stake in the sport's future. But it also has hosted The Winston all-star race for every year but one since its 1985 inception.

"I don't see any major problems with this," H.A. 'Humpy' Wheeler, president and general manager of LMS said. "After all, both NASCAR and our company have recently signed five-year contracts with RJR, which they have said will be honored.

"While RJR has been a tremendous party to our growth over the last 30 years -- and we are most appreciative of that -- they have provided us the opportunity and plenty of time to find an adequate replacement.

"And obviously that replacement will be a company that won't have the restrictions a tobacco company has in its marketing.

"Change in all things is inevitable. Change is part of growth and we, as an industry will meet this challenge.

"In the meantime, we will continue to enjoy our great relationship with RJR.

Much in the same way that NASCAR may have to replace Reynolds' series sponsorship, Lowe's Motor Speedway is moving in the same direction.

"As far as The Winston is concerned, it will continue with or without RJR," Wheeler said. "Everyone -- FOX, NASCAR, participants and our sponsors -- knows the importance of this unique event."