Nextel: Fans top priority with series sponsorship

CONCORD, N.C. -- Though these are the most uncertain of times for NASCAR fans, the oft-cynical racing faithful can rest assured of one thing: seven months of silence has served Nextel well.

The telecommunications giant formally addressed the motorsports media Monday for the first time since becoming the primary series sponsor of NASCAR's premier league, ending a strategic seven-month period of silence put in place out of respect to R.J. Reynolds.

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Throughout the two-hour presentation, president and CEO Tim Donahue joined other high-ranking officials in discussing various intricacies of their quest. And regardless the speaker, one crucial theme shined through:

They've quantified the importance of the fan.

	From left: Lowe's Motor Speedway President Humpy Wheeler, Nextel CEO Tim Donahue, NASCAR President Mike Helton.

"At the end of the day, what we're really trying to do is to start with the fan, which we think is one of the most important assets for NASCAR and for Nextel, and start trying first to make sure we do a good job for them," said Nextel Chief Operating Officer Tom Kelly.

"We're going to invest a lot in capacity and in coverage as the first step to build a much better fan experience. This is not a small task."

In doing so, Nextel will offer NASCAR-branded products and services and will use it resources and technology to enhance existing NASCAR programs in diversity, public safety, charitable giving and driver safety.

NASCAR-themed handsets -- Nextel will soon launch a new line of NASCAR-themed phones that include one Nextel Cup Series color scheme and 10 driver designs.

The drivers included in the first edition of phones are Rusty Wallace, Mark Martin, Dale Earnhardt, Jr., Michael Waltrip, Matt Kenseth, Tony Stewart, Jeff Gordon, Jimmie Johnson, Dale Jarrett and Kurt Busch.

Each phone will be pre-loaded with content designed for NASCAR fans, including driver-specific wallpapers, ring tones, a digital racing stopwatch and NASCAR.com To Go.

NASCAR Wireless Website -- This redesigned site will be accessible directly from Nextel phones with Nextel Online service. The website will contain a live leaderboard, driver backgrounds, and race schedule and contest signups.

Audio Services -- Nextel Online subscribers will receive race broadcasts to their handsets, NASCAR alerts which automatically send text messages with breaking news and qualifying and race results. They will also be able to download NASCAR wallpaper and ring tones.

Accessories -- The NASCAR Nextel Cup Series logo will appear on power chargers, carry cases and headsets for several Nextel handsets. Fans can decorate their handsets and accessories themselves.

Advertising -- Unlike RJR, Nextel can advertise the series on national television, using its brand. The campaign got underway last weekend during the AFC Championship game on CBS with a spot featuring Earnhardt Jr. and Waltrip. Other commercials will air later this year.

Branding/Presence -- Nextel is converting more than 1,300 signs at 23 NASCAR tracks. The Nextel team made is first track visit last October at Daytona International Speedway and went on to visit 18 other tracks prior to 2004.

The new signage includes a mixture of branding from both the Nextel Cup Series and Nextel corporate. In addition to at-track signage, fans will also see a variety of NASCAR-themed billboards through race markets.

NASCAR.com -- Nextel will team with NASCAR.com to reach fans online on the official site for NASCAR racing. The agreement will include online advertising units of all formats and sizes.

Nextel will also be the title sponsor of Nextel Trackpass, the premium subscription service, which includes PitCommand, in-car audio, Live Leaderboard and Multimedia On Demand.

In addition, Nextel will have the title sponsorship position of Nextel Ultimate Fantasy League, Driver and Personality Chats, Nextel Fans Voice Awards and other sponsorship programs including racing-themed advergames and sweepstakes.

Drive for Diversity -- Both NASCAR and Nextel place great importance on diversity as a core value, and will work together to promote diversity awareness. Drive for Diversity a driver/crewmember development program to diversify NASCAR's participant and audience base.

Public Safety -- Nextel and its Emergency Response Team (ERT) have responded to nationally-declared emergencies since 1995, including Hurricane Isabel, the Columbia Space Shuttle Recovery and the Sniper Task Force in Washington, D.C.

Nextel will use this experience and its resources to enhance secure communications between NASCAR and its venue management teams for increased public safety of fans, competitors, sponsors and media.

Driver Safety -- As part of it's "Smart Drivers Talk Safety" program, Nextel is developing an educational program targeting high school driver's education students about the dangers of distraction.

Nextel will work with NASCAR drivers on public service announcements and community programs to bolster this effort.

Victory Junction Gang -- Nextel will donate to the Victory Junction Gang, a medical camp for children and their families living with chronic and/or life-threatening illnesses.

Nextel will donate products and services, including a cell site at the Victory Junction Gang Campsite to improve communications. According to Kelly, they'll also donate $1 million over the next 10 years to the cause.

Nextel also plans to provide an extensive at-track mobile marketing experience for fans, which will include a three-quarter scale simulator, a NASCAR history wall, a technology pit, media broadcast stage and photo opportunities.

"Getting this accomplished will be a good step in the right direction of winning the respect and the hearts of the fans, who we feel are one of our most important items," Kelly said.