Nextel content with schedule changes

RICHMOND, Va. -- Nextel's approach to its sponsorship of the NASCAR Nextel Cup Series has, so far, been limited to just that -- sponsorship.

And with NASCAR's announcement of the 2005 schedule, Nextel remains content to let NASCAR handle the competition side of the sport.

"They've sort of taken the position that they're in the technology industry and we're in the racing industry," NASCAR vice president Jim Hunter said. "We share ideas with them, and they know what we're doing. I think they're pleased. They know we've got to grow. I'm sure they're on board."

Yes, they are, said Nextel senior director of sports marketing Michael Robichaud.

	NASCAR Vice President Jim Hunter

"When it comes to the schedule that's something that as everyone knows NASCAR controls," Robichaud said. "They sort of make those decisions independently."

Since Nextel announced last June it would sponsor NASCAR's top series beginning in 2004, the wireless company has been "laissez faire" in its approach to competition.

"I'd say as far as the actually running of the competition and the schedule, we're definitely a step back," Robichaud said. "NASCAR owns the sport. They have the full rights and benefits to make those decisions on their own. It's not something that we would influence, and historically, no one else has."

Nextel's main concern has been marketing itself and NASCAR through the title sponsorship.

But Robichaud said Nextel isn't blind when it comes to competition matters.

"It's a very good relationship," Robichaud said. "They obviously take into consideration all their partners. We're not the only partner. We're the largest in terms of sponsorship. But clearly tracks are a partner, and they have many other partners. They have to take all their needs into consideration. But we're certainly high on the list."

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Robichaud said that when Nextel first began talking to NASCAR about sponsorship, it became aware of the Ferko lawsuit and all of its ramifications. The suit was settled Friday, with additional races at Phoenix and Texas next year and Rockingham losing a date.

"We had to take all the good with the bad," Robichaud said, "and hope that it would get cleared up in a positive way. Obviously, today is a great day for that."

Nextel is aware of criticism from "traditional" fans of NASCAR's realignment, but Robichaud said the company is also aware of the benefits of going to bigger markets.

"We're always open for criticism just by being associated with NASCAR and the sport, just like a lot of other sponsors are," Robichaud said. "Change has its unfortunate aspects. North Carolina Speedway is a great track and was a great place for racing. You hate to have to give something up for a benefit, but clearly going to Texas is excellent, and so is Phoenix and L.A. It's unfortunate, but there are more positives coming out of it that negatives.

"But we're obviously pleased with the newer markets we're going to. NASCAR has always been up front with us about potential schedule changes and the growth of the sport. Going into bigger markets is something we're excited about."

Going to the West coast two more times is a positive, too.

"We're one of the six national carriers," Robichaud said. "Any markets that we can go in to in a diverse way is good for us.

"Clearly, if the tracks can fit more people, then obviously more people come to the races, and that's good for the at-track exposure. The opportunity to interact with fans one-on-one, there's an increase in value there. Hopefully, TV ratings will go up, and that'll be good for everybody."