UPS's delivery of Ragan didn't happen overnight (cont'd)

Part of UPS's process included a review of the sponsorship's major components: business-to-business partners; an employee recognition program that needed a boost; a platform for branding; and hospitality. They even pondered the consequences of leaving the sport, creating a list of pros and cons and risks and rewards. Ultimately, though, the clear decision was to stay in the sport.

"This gave us an opportunity to re-evaluate everything in NASCAR," Rogowski said. "We have platforms all over the world, including the Olympics, but domestically we certainly think NASCAR is one of our strongest. After nine years, we've built a brand in the sport, we've built a network."

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UPS's search also revealed how competitive the sponsorship landscape is for the sport's stars, like Carl Edwards. The driver of the No. 99 car was considered the top free agent back in the spring, and UPS identified him as its leading target, as did several other sponsors.

When Aflac came in with a bid of $26 million per year, though, the luster quickly faded from UPS's position.

"Roush could have sold Carl Edwards three or four times over," said Just Marketing's CEO, Zak Brown, who led UPS's negotiations. "It showed that some people are still writing big checks for the top sponsorships, that's for sure."

Rogowski refused to blame tough economic times for prolonging the process or handcuffing his budget. The timeline had more to do with UPS's approach, which was similar to a request for proposal, just without the paper. He personally visited about six teams and asked them to submit proposals. Those in the sport say approaches vary by company, depending on budget and needs, but the research required to explore each proposal takes time and discipline.

Rogowski said some proposals came back at a higher price than he expected, while others were in line.

"If the economy hadn't changed, we would have still been on the same timeline," Rogowski said, even though many 2009 sponsorship deals were signed before the end of July and some, such as Aflac's contract with Edwards, were done in May.

While UPS vetted its options, top drivers such as Edwards, Stewart, Jeff Burton and Clint Bowyer, each of whom had been considered by UPS, came off the table.

"We were looking at a new advertising campaign -- 'Race the Truck' is retiring with Dale -- so this was a very important decision and we had to explore every opportunity," Rogowski said.

Meanwhile, Ragan was quietly challenging for a position in the Chase (he missed it by two spots). It had been known since the start of the season that his current sponsor, AAA, would not return in 2009.

Negotiations with Roush Fenway Racing that began with Edwards last spring found new life in August, this time with Ragan, a 22-year-old up-and-comer. While more high-profile drivers struck deals elsewhere, Ragan emerged as a different kind of option for UPS, one based more on potential than performance.

For six weeks, UPS and Just Marketing had nearly daily conversations with Roush Fenway as they hashed out the details. Once those negotiations produced a deal, Rogowski wanted UPS employees to find out first, so the company ran teasers on the internal Web site the week leading up to the Sept. 12 announcement. Andy Azula, the subject in UPS's whiteboard ad campaign, shot a spot specifically for the internal site to notify employees of the Ragan deal.

In the end, UPS might not have scored the elite driver it initially sought, but such a young driver could provide the kind of long-lasting relationship UPS enjoyed with Jarrett, as long as Ragan can deliver on the track.

"The 'Race the Truck' ads evolved and they evolved because Dale's personality came out," Rogowski said. "As David evolves as a driver and a person, the creative process will evolve with him."