It didn't take long for fans to accept Nextel's yellow, and one company executive says he'd be glad to offer advice to a new Busch Series sponsor. Credit: Autostock

Nextel offers advice for unnamed NBS sponsor

Three years ago, Nextel was facing an uphill battle similar to that faced by whatever company signs on to take Anheuser-Busch's place as the title sponsor of the Busch Series.

JOINING THE SEARCH In what may be an industry first, NASCAR and ESPN will join forces to find a new title sponsor for the Busch Series after 2007.  •   Complete story, click here 25 YEARS OF BUSCH In the 25 years since Anheuser-Busch and NASCAR joined forces, the Busch Series has become the second-most popular racing series in the country.  •   Complete story, click here •   Whatever happened to ... •   Where are they now? •   Gone, but not forgotten •   Firsts & Records 2006 BUSCH SERIES •   Top Stories •   Top Finishes •   Top Moments •   Series Honors •   By the Numbers • Top Paint Schemes

Yellow signs replaced red ones at every track. Cell phone information booths replaced cigarette giveaways. And in a much smoother process than anybody expected, Nextel replaced Winston as the Cup Series' title sponsor.

"Given the fanbase and their grave loyalty, it was important for us to earn the fans' trust," said Dean Kessel, director of Nextel Cup Series sponsorship for Sprint Nextel. "We approached it as being very respectful to the fans, to the sport and to the previous sponsor, Winston."

Much like Toyota is doing with its campaign, Nextel tip-toed in from an advertiser's perspective with commercials proclaiming they're fans, too.

"We didn't want to push our product on fans, either," Kessel said. "We wanted to introduce ourselves and show them that we were happy to be there."

The difference between Nextel and Winston, however, was that Nextel could advertise to a whole new market. Because R.J. Reynolds was a tobacco company, it was restricted in its advertising. Nextel, on the other hand, was able to push their product on brand-loyal NASCAR fans.

And so will the new Busch Series sponsor.

Tony Ponturo, vice president of global media and sports marketing for Anheuser-Busch, said in his meeting with NASCAR CEO Brian France that the two sides talked about how to move the series forward after 2007. That included the new sponsor.

"We even discussed the wide spectrum of sponsors that could come in and talk directly to a younger age group -- the 12-20 age group -- whereas we focus on the 21 and above," Ponturo said.

Kessel said that Sprint Nextel's ability to successfully succeed Winston's grasp had a lot to do with NASCAR.

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"It comes from impacting the influences in the sport and building relationships over time," he said. "We worked with NASCAR, we worked with drivers and we worked with track promoters. Then came the credibility. Fans see that and they begin to accept that."

For fans to accept the new Busch Series sponsor, they must first get used to a name change -- something many critics thought Nextel could never overcome.

"It depends a lot on the company and the sponsor's objectives and goals," Kessel said. "We put together a nice blueprint when we came in, and if I'm the one getting involved then I would make a call to us. We would certainly welcome that call.

"We were very fan-centric when we began, and we still are. A lot of our brainstorming involves how we can impact the fan or bring the fan closer to the sport. I would recommend a similar plan."