ESPN TO SELL SPONSOR SLOTS FOR NASCAR: CABLE NET SEEKS 5 BACKERS FOR WINSTON SERIES.

Advertising Age, February, 1999 by Friedman, Wayne

For the first time, a U.S. TV network will be selling a major auto-racing organization's car sponsorships.

ESPN and Nascar are revamping the Winston Racing Series, and the cable network will sell a total of five multimedia sponsorships -- to one presenting sponsor and four associates -- in which logos from those companies would appear on all 10,000 cars that participate in the 2,200 races run from March through September.

In November, ESPN will televise seven to 10 races under the banner ``ESPN/Nascar Champions Week,'' in which regional winners will be pitted against one another. A location is yet to be determined.

``We are dubbing it the `Woodstock of Auto Racing,' '' said Paul Slagle, VP-integrated marketing for ESPN.

Mr. Slagle...

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