Craftsman dropping out of NASCAR truck series
For as long as NASCAR has been sanctioning truck racing, 13 years, the league has been known as the NASCAR Craftsman Truck series. But in a joint announcement with Craftsman parent Sears, NASCAR says the naming rights are up for grabs.
In the press release, NASCAR Chief Marketing Officer Steve Phelps said, "Craftsman has been a great, longstanding partner and intends to remain in the sport. The current series name will continue through the 2008 season with the same great commitment Craftsman has demonstrated throughout its 13-year history as the series' entitlement sponsor."
[Source: The Kansas City Star, NASCAR]
Phelps told the "Kansas City Star" a new sponsor is not yet lined up, but that NASCAR will know what it wants when it sees it.
"I hate to limit us, but there's a good fit with 'tough' obviously, and things that are more on the masculine side," Phelps told the newspaper. "But, again, if it makes sense to have a sponsor who is more crossover that still maintains the integrity of what we believe the series represents, then we will obviously look at that, too."
Winston Cup became Nextel Cup back in 2003 then, Busch was traded for Nationwide in October of this year, so another name change almost seem routine. But a little digging shows there just might be more to the Craftsman loss. In 2005, Sears signed a five-year truck-series sponsorship with NASCAR. In a press release in May of 2005 (available after the jump), Toure Claiborne, Sears director of specialty marketing, said, "The partnership between Craftsman and NASCAR is one of the most important sports sponsorships for our company. This successful pairing of Craftsman, the No. 1 brand in the nation for overall quality, and NASCAR, the leader in motorsports, continues to drive preference for Craftsman tools."
Gotta wonder what went wrong. Could it have anything to do with Sears recent bad earnings? Hmmm.
PRESS RELEASE:
NASCAR's press release about the name change:
DAYTONA BEACH, Fla. (Dec. 4, 2007) – The National Association for Stock Car Auto Racing has begun marketing entitlement sponsorship of the NASCAR Craftsman Truck Series beginning with the 2009 season.
This follows a decision by Sears that its Craftsman brand will forgo its sponsorship rights following the 2008 season.
"Craftsman has been a great, longstanding partner and intends to remain in the sport," said Steve Phelps, NASCAR Chief Marketing Officer, in a joint announcement with Sears. "The current series name will continue through the 2008 season with the same great commitment Craftsman has demonstrated throughout its 13-year history as the series' entitlement sponsor."
"The NASCAR Craftsman Truck Series represents some of the world's best racing; the season championship has been determined in the final race of the year in 12 of 13 seasons – including 2007," Phelps said. "The series continues to attract some of NASCAR's most avid fans because of its intense, side-by-side competition."
"Craftsman has been the sponsor of the NASCAR Craftsman Truck Series since its inception in 1995 and since then we have developed strong relationships with millions of loyal NASCAR fans we value greatly," said Scott Howard, Manager of Marketing Partnerships for Sears. "While we will be relinquishing title sponsorship of the NASCAR Craftsman Truck Series at the end of 2008 we continue to explore new opportunities within NASCAR."
The series just wrapped up a successful 13th season of 25 races at 22 tracks in 19 states from coast-to-coast. Ron Hornaday Jr. won his third series championship with a record $1,137,044 in winnings.
The NASCAR Craftsman Truck Series is carried live by SPEED with two events broadcast live by FOX.
Sears' 2005 press release about the five-year contract extension:
Sears Renews Title Sponsorship of NASCAR Craftsman Truck Series - One of The Hottest Motorsports Properties in America
Craftsman(R) Brand Increases Involvement in and Support of NASCAR
CHARLOTTE, N.C., May 26 /PRNewswire/ -- The National Association for Stock Car Auto Racing (NASCAR) announced today that Sears, Roebuck and Co., through its proprietary Craftsman tool brand, has renewed its title sponsorship of the NASCAR Craftsman Truck Series. The NASCAR Craftsman Truck Series is one of America's fastest growing major sports properties and now the No. 3 motorsports property on cable television.
"Sears' outstanding support during the past decade has helped the NASCAR Craftsman Truck Series become one of the hottest motorsports properties in America, which continues to draw new fans and provide tremendous value for sponsors and media partners," said George Pyne, NASCAR Chief Operating Officer. "Craftsman's commitment, coupled with additional marketing support and in-store exposure from the Sears-Kmart merger, will help take the series to new heights."
In 2004, 19 of 25 NASCAR Craftsman Truck Series events experienced increases in the average number of households tuned in. The 2005 season-opening Florida Dodge Dealers 250 at Daytona International Speedway earned a 2.1 rating on SPEED Channel, up +31% vs. 2004 - the highest rated program in SPEED Channel's broadcast history. The most recent event, the Quaker Steak and Lube 200 at Lowe's Motor Speedway on May 20, was the most-watched Series event outside of Daytona on SPEED Channel. Thus far this season, an average
of 680,000 households (+16%) and 954,000 viewers (+21%) have tuned in to each NASCAR Craftsman Truck series event.
Under the five-year agreement, Sears will increase its support of the series in national and local advertising, sales promotions, in-store point-of-sale materials and public relations. The Craftsman brand also renews its status as "Official Tools of NASCAR." Highlights of Craftsman's enhanced support include:
-- Additional advertising to promote the NASCAR Craftsman Truck Series
-- Local in-store sales promotions supporting series events
-- Support of NASCAR's diversity programs
-- More prominent store signage and presence on product packaging in stores.
"The partnership between Craftsman and NASCAR is one of the most important sports sponsorships for our company. This successful pairing of Craftsman, the No. 1 brand in the nation for overall quality, and NASCAR, the leader in motorsports, continues to drive preference for Craftsman tools," said Toure Claiborne, Sears director of specialty marketing. "Tough tools are vital to performance in a sport known for tough racing, and that makes Craftsman tools a perfect fit for NASCAR. Clearly, there is significant potential to increase our involvement in NASCAR, as a result of the recent merger between Sears and Kmart. In advance of Father's Day, we are now testing a Craftsman 'gift display' in more than 300 Kmart stores. The relationship with Kmart will present opportunities to reach new fans and create additional exposure for our sponsorship and the series."
Sears' Craftsman brand has been title sponsor of the NASCAR Craftsman Truck Series since the racing series began in 1995. The sponsorship, which gives Craftsman a broad position and array of rights in NASCAR, is one of three NASCAR national series entitlements in the sport, along with the NASCAR NEXTEL Cup Series and the NASCAR Busch Series. With 25 points events airing live exclusively on SPEED Channel, the NASCAR Craftsman Truck Series has evolved from being primarily a short track, "super regional" series to a national series with races at 22 tracks in 18 states across the U.S.
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Reader Comments (Page 1 of 1)
Ted 5:09AM (3/08/2008)
I like all kinds of races and this is what pushes me to be a huge NASCAR fan. Thus, I try to attend all NASCAR races and major events, whenever I’ve a little time and when it’s possible. I also love watch races even on DVD at home. But in some hot events such as Craftsman Truck Series, sprint cup series…I notices how tickets get pricy. And many times I missed some important events because I can’t afford unimaginative prices. But I’ve just discovered a site where to compare ticket prices for free and I think this would be an excellent idea because this way I can look for the cheapest prices offered and purchase with the lowest one, here is the site:
http://www.ticketwood.com/cities/Martinsville-Events.php
Martinsville Tickets
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DJ. 9:13AM (12/05/2007)
UPS would be a perfect fit as the series sponsor. Afterall, when you think of UPS, you think of their trucks. Besides, FedEx has the golf championship series and this would give UPS even greater exposure with their target audience.
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VP 9:27AM (12/05/2007)
Brainless France finally hit the trifecta: he drove out winston, then busch now craftsman. Heard that craftsman was willing to honor their contract till 2010 yet NASCAR was trying to squeeze more money out of them.
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Gary 9:29AM (12/05/2007)
What's with the mass departure of NASCAR sponsors?
I know Winston was a few years ago now, but Anheuser Busch and Craftsman pulling sponsorship, it makes you wonder what they know that the general public doesn't.
My bet is that the big sponsors don't have faith in NASCAR since the growth slowed down, and don't think that open wheel drivers are going to pull in as many more viewers as NASCAR hopes. NASCAR probably wants too much money for the current viewership and their timetable to justify it must not look to great to the sponsors.
No matter the case, I expect to slip up when referring to all the series when next season starts.
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geo.stewart 9:43AM (12/05/2007)
see above post.
France is squeezing for more and more money.
the sport is doing fine but yeah, if mgmt is not careful, NASCAR will go the way of open wheel in the US. Brian's grandaddy must be rolling over in his grave.
Travis Rassat 10:27AM (12/05/2007)
I think you're right, Gary. With the current economy, it seems that some businesses are trying to "rightsize" and cut out unnecessary expenses, or at least ineffective expenses. I don't think being a sponsor of a NASCAR team, race or series is as effective as it once was - or was at least perceived to be. Ratings are down, costs are high, there are too many rules and inconsistent enforcement, etc. - NASCAR is way out of balance and they've lost focus. NASCAR doesn't seem to know who their customers are anymore. I can't afford to take my family to a race and the racing isn't all that great anyway. Like you say, they want too much money, and I think there are much more effective ways to market your product to a much wider demographic for the kind of money they're requiring.
howard 10:33AM (12/05/2007)
Gary; You ask about the mass departure of sponsers in NASCAR? That money hungry France bunch that's why!
I'll give you a not to popular parrallel;
What's with the mass deparature of BUSH people from the administration! I'll give you a hint; They don't wan't to be involved in going down with a sinking ship!
DJ. 9:54AM (12/05/2007)
France had almost nothing to do with Winston pulling out as a sponsor. It was our totally braindead Congress, DOJ, FTC, FDA and Health & Human Services Departments. They did not want Big Tobacco involved as a sponsor. They are also the ones that brought pressure regarding Big Beer being a sponsor of anything to do with driving.
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VP 10:00AM (12/05/2007)
I will give you Winston but no way was the government involved in the Busch deal. If that was the case why are Miller, Coors and Budweiser still in the game? Busch thought it could get better bang for it's buck elsewhere. You have to remember that intially France was demanding a ludicrous 30 million from Busch or any other sponsor. It seems he settled for less than half of that from Nationwide.
EEGeek 11:31AM (12/05/2007)
Apart from the the France family greed and sponsorship shenanigans, NASCAR racing "stock" pickup trucks on ovals is just plain stupid, IMO. I might be interested if they ran off-road, or a simulated construction site course. Perhaps sponsored by Lowes or Home Depot.
But the series as it stands now is just a bunch of glorified billboards on short tracks, performing more poorly than cars due to the funky aerodynamics. Yawn....
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LMBVette 10:46AM (12/05/2007)
I haven't watched a NASCAR race in 10+ years.
They ruined a perfectly good sport when they stopped using production based bodies.
I can't figure out why any automaker wants to be involved with this sport anymore...what's the point?
V8, solid axle rear wheel drive cars......Impala, Fushion....Camry....uh...no!
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cowboy bob 1:37PM (12/05/2007)
LMBVette, you have a point. I too lament the demise of real "brand" cars. Today's decal kits on the same cars just do not incite the fervor as the old days when a Chevy was a Chevy, a Ford was a Ford, and Mopars ruled with the King behind the wheel. I understand that the rules of today make things more competative (??) but where is the excitement of watching your favorite car out front? I do not have a "COT" or a "Race standard" truck in my driveway. The manufacturers still have their name on it, but they are simply not real cars or trucks. This all began when front wheel drive cars were converted to rear wheel for racing some 20 years ago, or more. Yea, safety is better, speeds are fast, and the difference between first and last to qualify might be 3 MPH, but what is that thing they are they driving?
Peter 11:04AM (12/05/2007)
A few years ago, the sponsors had 80 or 90% eyeball share of a smaller market. Today they have 20% share of a bigger, less loyal market.
NASCAR was a great niche marketing tool for specific companies. They are trying to position it today as a venue for all companies and they original sponsors see it as too much competition. I think.
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nick 11:41AM (12/05/2007)
They need to cut at least 1 month off the season, in fact, I'd say end it labor day weekend. The season is so long even Richard Petty said he doesn't watch all the races!
Once football is on, the casual viewer like me, is gone.
If you can play football on a sunday, then 4 days later on a thursday, so can nascar! Change it up!
NBA, NHL, Golf and Nascar each needs to cut 1 month off their seasons.
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WolfgangNC 3:08PM (12/05/2007)
Don't forget about MLB, NBA regular season isn't that long; but the playoffs are forever. I agree the season is too long in NASCAR; but when you have too many tracks and have owners that make money when the cars race, then I'd say that the season in the near future might get even longer.
Shasta McNasty 2:23PM (12/05/2007)
"Entitlement sponsor"? WTF is wrong with the phrase "title sponsor"? Doesn't anyone speak English anymore? Get off my lawn.
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Level 11:05PM (12/05/2007)
Nascar is still on TV????
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FK 8:06AM (12/06/2007)
Can I bid? I would use my real name to sponsor.It would be "The Nascar Stinky McFartypants Truck Series".
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