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The Busch series, the minor-league version of NASCAR's Nextel Cup circuit that usually runs on the same track the day before the NASCAR races, has been titled by Anheuser-Busch Companies Inc. (NYSE:BUD) for the past 26 years. In a surprising turn, given the popularity of the sport, the brewer has decided to drop its sponsorship of the series.
The reasons seem to be twofold. First, the series is struggling for participation. Designed as a venue to showcase up-and-coming drivers, the series has been taken over by teams' A-list of Nextel Cup series regulars. In 2006, all but two of the races were won by big-name drivers. Since these teams already gain a great deal of exposure through their Sunday race participation, some sponsors may question whether racing a second day gains them much additional bang for their buck.
The other factor is an abrupt increase in the sponsorship fees demanded by NASCAR. After signing an eight-year deal with ESPN to televise the series, NASCAR has apparently raised the title sponsorship price from $10 million to $40 million.
Among those corporations rumored to be interested in replacing Anheuser-Busch are Wal-Mart Stores Inc. (NYSE:WMT), Subway, and Samsung.
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