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MediaBuyerPlanner: Executives at Anheuser-Busch have decided to pursue another direction in their marketing of the Busch brand and will not renew their relationship with NASCAR when the sponsorship expires, after 25 seasons, at the end of 2007.
Busch's Budweiser will continue to be the "official beer of NASCAR," writes The Charlotte (South Carolina) Observer. The beer will also continue to sponsor driver Dale Earnhardt Jr., NASCAR's pole awards, and the annual Budweiser Shootout at Daytona.
NASCAR is now in the process of finding a new title sponsor for the Anheuser-Busch series. Already, some big name brands have shown interest in taking Busch's place. Those include Wal-Mart, Samsung, and Subway, with Subway being the least likely of the three, according to sources.
Subway already sponsors a Nextel Cup Series team and two races.
NASCAR has inked a new TV deal with ESPN, which will take over broadcast of the Busch schedule. ESPN will reportedly play a large role in helping NASCAR find a new series sponsor.
Busch's announcement follows on the heels of published reports that packaged goods giant Procter & Gamble will be increasing its emphasis on sports marketing.
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