Sponsorships reflect new race for business

Topeka Capital-Journal, The, Sep 29, 2000 by Heather Hollingsworth Capital-Journal

By HEATHER HOLLINGSWORTH

The Capital-Journal

The World Wrestling Federation's Stone Cold Steve Austin hopes to smack down E-Moola.com in the funny car race today at Heartland Park Topeka.

Nearby, the U.S. Army pit crew prepared to wage war against Las Vegas casino MGM Grand's top-fuel dragster.

In the market for a house? Watch the Century 21 Firebird battle Heck Printing in the pro stock competition and then stop by the real estate corporation's open house with the Jetsons --- it is also on wheels.

The face of drag racing sponsorship is changing. Sure, auto-parts makers and beer and cigarette companies continue to dominate the sponsorships. Plastered on cars at Heartland Park were such companies as Budweiser, Miller Lite, Winston, U.S. Tobacco, Castrol/Syntech, Matco Tools and GM Goodwrench.

The U.S. Army is the exception to the new sponsors. It sponsored Don Prudhomme when he won four straight Winston Series Funny Car championships between 1975 and 1978, and then took a hiatus from the sport.

For the most part, the new generation of sponsors was lured first to NASCAR and then to the National Hot Rod Association. Public relations representatives for the teams said the fans are brand- loyal and of a demographic that advertisers want. Plus, the companies have a chance to hawk their products in person --- something television just can't offer.

The U.S. Army sent recruiters.

"We're looking for men and women between 17 and 34," said Jim Kenyon, sports marketing supervisor for StarCom Sports Marketing, which represents the U.S. Army. "It's a prime opportunity to get us in front of that audience. This type of racing skews younger than NASCAR, and it's attractive to us given that respect."

Oakley, which sponsors a funny car, is selling its eyewear at the race. And bank MBNA is handing out NHRA T-shirts to fans who sign up for its VISA credit card. It captures between 2,000 and 4,000 applicants at each event.

"They generate a lot of money off fans in terms of credit card sales," said Mike Neff, assistant crew chief for MBNA's top-fuel dragster.

Automakers such as Ford, Dodge, Plymouth and Chevrolet supported the sport single-handedly in its early days, said Jay Wells, director of public relations for the WWF race team. STP, which produces oil and gasoline additives, was one of the early non-auto maker sponsors, said Wells, who began racing 25 years ago. Budweiser's racing involvement began in 1980 with sponsorship of five-time NHRA World Champion Kenny Berstein. It signed on with NASCAR in 1985, Wells said.

Most of the news sponsors have come on board in the past two years.

The new breed of sponsors are good news for the sport, Wells said.

"It gives us what we call a racing economy," he said. "Without the sponsors, it would be too expensive to come out of someone's pocket."

Racers believe the increased sponsorship is a sign that advertisers recognize the NHRA's strength and potential to reach a new audience, said Tom Martino, driver of Century 21's pro stock car, whose previous sponsors were Mama Rosa's Pizza and Six Flags.

Jon Knapp, public relations representative for the Century 21 team, said he has met fans who bought houses through the company because of the sponsorship.

"I think it's key to the growth of the sport," Knapp said. "Look at NASCAR. It didn't explode until the non-traditional sponsors."

Heather Hollingsworth can be reached at

(785) 295-1285 or hhollingsworth@cjonline.com.

See RACE, page 15-A

Race

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