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Sprint will remain NASCAR title sponsor
Dec 03, 2011 (The Kansas City Star - McClatchy-Tribune Information Services via COMTEX) --
Sprint will continue to serve as title sponsor of NASCAR's top racing series through at least 2016.
Dan Hesse, chief executive officer of Sprint Nextel, was expected made the announcement Friday night during NASCAR's annual Sprint Cup season-ending banquet in Las Vegas.
Sprint, which is based in Overland Park, and NASCAR have agreed to a three-year extension to the current 10-year, $750 million partnership that was to expire after the 2013 season, sources said.
The announcement was to be made as driver Tony Stewart was honored as the 2011 winner of the Chase for the Sprint Cup, which paid the champion a $5.7 million bonus.
Hesse told The Star before the STP 400 Sprint Cup race at Kansas Speedway that the company was in talks with NASCAR to extend the title sponsorship.
Sprint Nextel began its sponsorship in 2004 when it took over for R.J. Reynolds' Winston cigarette brand, which had sponsored the series since 1971.
As part of the sponsorship, NASCAR implemented the 10-race playoff system originally known as the Chase for the Nextel Cup, now the NASCAR Sprint Cup.
Besides the title sponsorship of the series, Sprint lends its name to the Sprint All-Star Race in Charlotte, N.C., and supports NASCAR in other ways, such as delivering 15 to 20 cell-phone towers to each race as well as The Sprint Experience, a mobile, interactive exhibit that features driver appearances, driving simulators and other amenities at each track that entertain about 540,000 fans per season.
"It's been very good for us," Hesse said of the partnership. "Our customers love it. They've been great supporters of Sprint and the utilization of wireless. The NASCAR ID pack, where you download the android devices, are terrific for business."
The NASCAR Sprint Cup Series ID pack provides instant access to fans' favorite drivers, live race radio broadcasts, news and videos.
Sprint's presence with NASCAR played a role in Kansas Speedway's securing a second Sprint Cup race.
"This is a great market for our series sponsor, Sprint," driver Kurt Busch said of the Kansas City area at the spring race. "Their involvement with our sport is what's carried it to this level."
Hesse is aware of that.
"NASCAR has been great for Kansas City and great for any community that has a racetrack. " he said. "It's made me much more of a race fan."
--To reach Randy Covitz, call 816-234-4796 or send email to rcovitz@kcstar.com. Follow him at twitter.com/randycovitz.
___ (c)2011 The Kansas City Star (Kansas City, Mo.) Visit The Kansas City Star
(Kansas City, Mo.) at www.kansascity.com Distributed by MCT Information Services
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