Nearly three weeks ago, a U.S. District Judge ruled that AT&T Inc. (NYSE: T) could replace Cingular logos with new AT&T logos on the #31 car in the NASCAR Nextel Cup. Last week an appeals court judge refused to move the August 18 hearing for an appeal from NASCAR and Sprint Nextel Corp. (NYSE: S) to an earlier date. According to Scene Daily, Sprint Nextel is arguing that the ruling allowing the new logos has diminished the sponsorship value, which is estimated at $700-750 million.

Sprint Nextel is certainly attempting to protect its investment, but AT&T should not be forced to go to court in order to legalize the company's name change on a car of all things. The Cingular brand is dead, so why should that logo remain on the car? Obviously it is gone because of the first ruling, but if Cingular's sponsorship of that car did not dampen the Nextel logo in the four years it was on there, why would the new AT&T logo change that fact?

We should also remember that when Nextel began sponsorship of the premier NASCAR series it was only Nextel. Since then it too has gone through a merger and become Sprint Nextel. That may have no consequence or bearing on the ruling or any outcome, but AT&T has as much right to be in the sport as Sprint does. After all, they both have essentially bought into the series buy buying and merging with companies already in the sport. No the Nextel Cup will not become the Sprint Cup, but Nextel still "exists." Both companies stocks rose yesterday with Sprint closing at $23.34 and AT&T at $40.90.