Xfinity in for Ten Years (Not Infinity) as NASCAR Series Sponsor

The former NASCAR Late Model Sportsman / Budweiser / Busch / Busch Series Grand National / Nationwide Series has a new sponsor for the next ten years (not infinity) from Xfinity. I knew where to buy a Bud, a Busch and my Nationwide Insurance. I don't know where to buy an Xfinity or what one even is.

I see the scurrilous Comcast name associated with the venture - those folks who took over the Adelphia business from Philadelphia who got fines and prison sentences once upon a time. These are the same folks who want to merge with the equally scurrilous Time-Warner Cable folks.

Back in the days when my companies forked money over to the France family, we were called sponsors. Xfinity is being called an "Entitlement Partner." That's a downright scary name. Don't know if I'd want to be one or have one.

Since I won't be rushing out this week to buy an Xfinity, I guess I should just let the dust settle before forming an opinion of what the Daytona suits have brought us this time.

NASCAR names XFINITY as new series sponsor

September 03, 2014, Kenny Bruce, NASCAR.com

CHARLOTTE, N.C. -- NASCAR's No. 2 series will have a new partner beginning in 2015 as Comcast's XFINITY brand becomes the entitlement partner for what is currently known as the Nationwide Series.

The 10-year agreement officially begins Jan. 1, and will see the series renamed the XFINITY Series. XFINITY becomes only the third title sponsor in the program's history, following Anheuser-Busch (1982-2007) and Nationwide ('08-14).

"We're absolutely delighted to have an innovative technology company join us like XFINITY brand with Comcast," Brent Dewar, NASCAR Chief Operating Officer, said. "Through the Industry Action Plan, we have been very progressive in introducing innovation and technology to our sport. And we think this is a perfect marriage and partnership to help us over the next 10 years truly grow the XFINITY Series in the way that we have designed and are strategizing to do that. It's pretty exciting for both parties."

XFINITY is the cable and broadband division of Comcast, providing video, high-speed Internet and phone service to residential customers.

Comcast also owns NBC and NBC Sports Network, which will broadcast the final 20 NASCAR Sprint Cup Series events next season as well as the final 19 races of what will now be the XFINITY Series.

The ability to align itself with such a recognized, technologically driven company was a huge plus, Dewar said.

"It's a great fit. ... We're looking for great innovative companies, whether they are innovating like our great automotive partners or our auto supply companies that work with us, or packaged goods," he said. "It's about innovation, and that's what we're looking at. We've got a great successful product, but we're not resting on our laurels to say everything is just perfect. We want to continue to innovate; we want to grow with our fan base. We want to bring our fan base with us."

Dave Watson, Executive Vice President and COO for Comcast Cable noted that, "Technology lives at the heart of NASCAR, just as it does for XFINITY.

"NASCAR provides an exciting environment in which to showcase our video and Internet products and we look forward to further enhancing the fan experience at home, at the track and on the go for years to come."

The series has long been the training ground for up-and-coming stars in the sport, and Dewar said the relationship with XFINITY should only help strengthen that commitment. At the same time, he said, it will help the series remain relevant in what is trending toward a much younger fan base and younger competitors.

"Look at the theme we have in the XFINITY Series -- 'where names are made,' " he said. "These young, talented drivers we've been building through our NASCAR Next program and our Drive For Diversity program, many of those drivers are now growing into the XFINITY Series.

"You think about the ability to connect with millennials and to be contextually relevant, that's what it's all about. That's exciting to them, and it's equally exciting to us to be able to amplify that message to our great fan base."

Nationwide officials announced late in 2013 that they would not return to sponsor the series beyond this season, however the company will remain involved in the sport. In addition to being the official auto, home, life and business insurance of NASCAR and presenting sponsor of the Betty Jane France Humanitarian Award, Nationwide will sponsor Sprint Cup Series driver Dale Earnhardt for 12 races beginning in 2015 and 13 races for the following two seasons.

"Our relationship is not coming to an end," Dewar said. " It's continuing to evolve. They've been a fantastic contributor to NASCAR, and we couldn't thank them enough for what they've done in their entitlement sponsorship of the series. But like all marketing decision and brands ... they're evolving to their next phase that aligns up to their marketing strategy as an official sponsor and also moving into the team part.

"So as part of the ecosystem of the sport, we're delighted with that. We're glad they feel strongly about the Nationwide Series and equally proud that they see the value in NASCAR and want to continue to invest in the sport. That's a win-win-win (situation) for all of us."

You may not remember this 2005 action, but these folks are now part of the COMCAST "family" - operators of XFINITY:

Unless NASCAR finds a way to reinvigorate their B series, we may soon refer to it as the Ex-Series vs. Xfinity or anything else.

NASCAR had to take a bit of a haircut it seems on this deal if I'm reading it right. (Though it's a heckuva time at the stylist when millions trade hands.)

Excerpted from Philadelphia Business Journal

Comcast emerged as a viable replacement after the companys sports TV group, NBC, signed a 10-year, $4.4B rights deal with NASCAR. As part of the deal, Comcast agreed to spend $10M marketing and promoting the sport . Its marketing team saw title sponsorship of NASCARs secondary series as a way to fulfill that obligation and also promote its cable TV, broadband and phone business unit, Xfinity.

Comcast initially wanted a shorter-term deal and resisted NASCARs push for a 10-year agreement. However, in recent weeks, it decided to commit to 10 years to match the length of NBCs broadcast deal. NASCAR was asking for $12-15M a year in rights fees, with media and activation commitments that would take the total value of a deal to more than $25M. A deal of that size would have been an increase from the approximately $10M in rights fees Nationwide spent for title sponsorship of the series.

So if I read this right...

• Comcast has to kick in $10M/yr to help market racing
• In NASCAR's perfect world, an unrelated company would have sponsored the B series for the asking price of $25M
• That unrelated company didn't emerge
• Comcast now gets to re-direct that $10M/yr promo requirement to the title sponsorship
• Comcast kicks in an extra $10M/yr for total of $20M/yr.
• $20M/yr is less than NASCAR's asking price of $25M.
• And the $10M extra = what Nationwide was paying - despite the spin being NASCAR got more.

Or am I missing something here?

What you describe, Chase, reminds me of the deals the late Frank Wilson made with GM at Rockingham for its race sponsorships that helped send the place down the toilet. As part of the deals, Frank gave GM huge blocks of tickets to give away to dealers and parts retailers - so many that there were hardly any tickets left to sell. Those "full houses" at Rockingham during the Goodwrench and AC-Delco event sponsorship days were what we in the trade refer to as "papered houses." There were no tickets being sold - all given away as part of the sponsorship.

When the Rockingham GM event sponsorships went away, the Rockingham grandstands were suddenly empty for both the Sunday Cup races and the Saturday Busch events. Rockingham fans had gotten out of the habit of having to buy tickets.

Adelphia WAS the original sponsor for Nashville's stadium built for the Tennessee Titans after they moved from Houston. - Adelphia Coliseum.

Then and now, the deal didn't make much sense. No one knew what an Adelphia was. And it turns out, they didn't even do business here. However, that didn't stop Bud Adams from signing a long-term deal and taking their check. Of course, when the checks began to bounce - off went the signage and off to the hoosegow went the Rigas bunch.

A few years ago when Sprint bought Nextel, the already awkwardly named Nextel Cup Series was rebranded as the Sprint Cup Series. Then the talking heads had to spend some time explaining how Sprint Cup cars weren't the same as sprint cars. That false linkage returned a bit recently when Sprint Cup's Stewart was involved with the tragic accident at a sprint car track.

Now we'll have the Xfinity Series which makes Nextel roll off the tongue like buttah dahling. How long before many shorten it simply to the X-Series? When it happens, then ones in the know will have to explain to those who aren't how the X-Series doesn't involve X-Men from comic books nor does it have anything to do with ESPN's X-Games.

As for me, I'll likely continue as I have the last few years and refer to that collection of races as the "Busch Series". I know the series has its roots in the former late model sportsman division. But that's quite a mouthful as well, so the one syllable "Busch" works fine for me as does "Cup" and "trucks".

I have a mouse pad that I've used with my desktop for a generation or two. I prize it for its superior foam thickness and nice grippy surface. Darned thing is logoed "Adelphia!"

I've never done business with them and have never lived in an area they served.

My oldest daughter is married to a fellow from Philadelphia and he may be the "culprit" who delivered the thing to my residence once upon a time.

How about the X-Cup? They could get Dolly Parton to ride on a float in pre-race. Here's some appropriate equipment for the X-Cup series:

Here's an old question from the Yahoo Answers site. Maybe NASCAR and COMCAST predecessor, Adelphia were tighter than we realized.

I suppose it matters at what point you encounter a series. It was never Winston Cup for me, always Grand National. Even when the Busch series used that title. I don't even remember Nextel Cup. I eventually came around to Sprint Cup; it's easy to say. But I never use that name because I know it will change. To me, it's just Cup.

The Busch Series will always be the Busch Series and it will always be Craftsman Trucks. You can't expect your steady customers to keep up with your name changes. I think that's why most of the branded stadiums are new. They never had a real name like Fenway Park or Lambeau Field so fans have no choice but to use the corporate name of the week.

And I never refer to races by their corporate sponsor, making it hard for someone to decide whether I'm talking about the Spring or Fall race. The Coca Cola 600 is the only exception for some reason, probably because it's on the biggest race weekend of the year. It's also odd because it's one of the few races where I remember the correct name - World 600. Corporations should just buy naming rights to the team instead of the stadium or event. We all know that the team will leave whatever city they're named after as soon as someone offers more money.

PS: I have no idea what Xfinity is. I suppose it's a good thing that they're advertising, but I'm inclined to ignore that name anyway because all cable companies are evil.

In honor of Brian Z. France, being the BOOB that he is, let's name the 3 big series after him. A-Cup, B-Cup and C-Cup.

Blane, I think you've come up with a suggestion that will pass fan review with flying colors!!!

I like it!!

Yeah but after the C comes those double D,s and are said to come out big in the end. Would that be called the series final ?

From the looks of the 'crowd' at the Richmond Nationwide race, Xfinity better started promoting hot and heavy. Wasn't too many years back, those Richmond stands were full.

I pointed that pathetic crowd at the Richmond Friday night show out to my wife when she walked into the den last night and told her I'd be surprised if there were more than 5,000 paid. In the 1990s when that then Busch Series race was sponsored by Autolite (the Autolite Platinum 250), I promoted it as the "Showdown at Sundown!" We routinely drew crowds of just over 60,000 spectators, as well as a record 64 cars one year.

Bobby, I couldn't believe what I saw last night. There was NOBODY in the now reduced capacity Richmond stands that have had the entire backstretch double deck removed and the turn three stands removed. I wanted to cry.

Dave, I could not believe it either, 5000 would be a generous number. And the on-track racing seemed to reflect the mood. As you know, KB led every lap. If the "B" series can be fixed, it won't be overnight, and it's got to start at the Saturday night level...........which is in just as poor a condition.

Bobby, just so "newbies" don't think I make up some of this stuff, here's an excerpt from the Associated Press story on the last Richmond Friday night Busch Series event I was involved with, in September 1999, when Dale, Jr. beat Mark Martin. Check the race attendance:

Of course, back then the track also had a real PROMOTER , Paul Sawyer , who the fans loved and the drivers respected and came out in droves to race for.

It's really disappointing... almost no NNS races can get a crowd anymore because the Cup guys can't be beaten. Races like the Richmond Busch Series race used to bring the superspeedway (Cup) drivers into an on track battle with the short track (Busch) drivers.