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Money's tight as contract renewals loom

The harsh economic climate is making its impact felt in NASCAR as teams look to re-sign major sponsors, and top drivers anxiously negotiate contract extensions.
When many of the existing NASCAR driver and sponsorship deals were signed, the world economy was in much better shape than it is today. So as those deals approach their expiry, the economic chill is starting to be felt even in North America's most popular motor sport series.

Some drivers and teams are faring better than others. With one of the most high profile drivers in the Sprint Cup Series, Joe Gibbs Racing had comparatively little trouble getting confectionary giant Mars to re-sign as sponsor of Kyle Busch's #18 car in March, meaning that the distinctive and very colourful M&M's livery will remain in the sport for some years to come.

"Mars and its iconic brands are a big part of the Joe Gibbs Racing family and we're excited to continue what has become a winning relationship," said Joe Gibbs last month confirming a "multi-year" extension to the partnership between the two companies, said to be at the same financial level as before - rumoured to be worth around $20m annually.

Kevin Harvick doesn't have the same sort of high personal profile as Busch, but after coming third in last year's Sprint Cup championship he's started 2011 with two spectacular wins in the first eight races (the only driver to win more than once so far this season) and has more than earned the multi-year deal signed last year with Richard Childress Racing. But he's being made to work hard this year in service of his new sponsor Budweiser.

Decked out in a Bud hat and corporate-compliant black polo shirt, blue jeans and grey trainers, he visited the Crown Beverage distribution facility near Darlington Raceway earlier this month and was then dispatched to deliver some of the beer to a local Wal-Mart, pushing a trolly full of crates down the aisles before stocking up the shelves to confused looks from members of the public while the photographers got their photo op. Harvick reconciled himself to the circus by quipping, "I get to drink beer and not get in trouble for it."

And at least he's secure in the sport, unlike his RCR team mate Clint Bowyer who despite being in the Chase three times in the past five seasons is yet to sign a new deal with the team. "I've talked to Richard a couple times, and hopefully we're getting close on that," he said. "Hopefully we can get our sponsors locked in and get everything put in place and not have to worry about it."

Another of RCR's drivers, Jeff Burton, has just sealed his own multi-year extension with the team and with his sponsors, construction and mining equipment manufacturers Caterpillar, to keep him in the #31. 43-year-old Burton remains one of the sport's most popular drivers, despite a lacklustre season to date. Burton has been with RCR for nearly eight years, and Caterpillar has been a sponsor since the start of 2009. Terms of the agreements were not announced, as sponsors, teams and drivers alike remained close-lipped about the hard negotiations going on this year, with sponsors seeking to cut their exposure and teams desperate to minimise the hit on their revenue.

Greg Biffle will be feeling a lot happier having signed a three-year extension with Roush Fenway Racing to continue driving the #16, and his primary sponsor 3M has signed a similar deal that will see team, driver and sponsor carry on through to the 2014 season. 3M is a model of the long-term, committed sponsor that makes a real difference to an organisation. They originally linked up with Roush Fenway Racing back in February 2005, initially using the #16 to promote their Post-It brand: five weeks in to the arrangement and the new sponsors found themselves on the car heading for victory road at Texas.

"We set the bar pretty high early on with 3M and they have stood by us on our best and worst days over the years," said Biffle. "The people at 3M have found a way to innovate and make their NASCAR program work for their incredibly diverse businesses and brands in a way that continues to amaze me."




Related Pictures

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3M is the primary sponsor of the #16 Roush Fenway Racing Ford driven by Greg Biffle. 3M, Biffle and RCR just signed a three-year extension to their ongoing collaboration. Photo credit: Jared C. Tilton/Getty Images for NASCAR
Kurt Busch, driver of the #41 Haas Automation Chevrolet, stands in the garage area during practice for the NASCAR Sprint Cup Series Goody`s Headache Relief Shot 500 at Martinsville Speedway on October 25, 2014 in Martinsville, Virginia.  (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Dale Earnhardt, Jr., driver of the #88 National Guard Chevrolet SS celebrates his 4th victory of the season with Rick Hendrick, owner of Hendrick Motor Sports, and his girlfriend, Amy Reimann, after winning Sunday, October 26, 2014 the NASCAR Sprint Cup race at Martinsville Speedway in Ridgeway, Virginia. This is the 10th anniversary of a Hendrick Motorsports plane crash which killed 10 in Martinsville. (Photo by Andrew Coppley/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Drive To End Hunger Chevrolet SS races to a second place finish and Ryan Newman, driver of the #31 Quicken Loans Chevrolet SS finished in third place Sunday, October 26, 2014 in the  Eliminator 8 NASCAR Sprint Cup race at Martinsville Speedway in Ridgeway, Virginia. Both Gordon and Newman are in the The Eliminator 8 phase of the Chase which continues next week at Texas Motor Speedway in Fort Worth, Texas.  (Photo by Christa L Thomas/HHP for Chevy Racing)
Dale Earnhardt, Jr., driver of the #88 Chevrolet SS, celebrates his 4th win of the season with his crew Sunday, October 26, 2014 in the NASCAR Sprint Cup race at Martinsville Speedway in Ridgeway, Virginia. This was also Earnhardt, Jr.`s first career win at Martinsville. The Eliminator 8 phase of the Chase, which Earnhardt, Jr. is not a contender, continues next week at Texas Motor Speedway in Fort Worth, Texas.  (Photo by Garry Eller/HHP for Chevy Racing)
Dale Earnhardt, Jr., driver of the #88 Chevrolet SS, races to his 4th win of the season with Jeff Gordon, driver of the #24 Drive To End Hunger Chevrolet SS finishing second Sunday, October 26, 2014 in the NASCAR Sprint Cup race at Martinsville Speedway in Ridgeway, Virginia. This was also Earnhardt, Jr.`s first career win at Martinsville. Gordon now leads the standings in the Eliminator 8 phase of the Chase which continues next week at Texas Motor Speedway in Fort Worth, Texas.  (Photo by Garry Eller/HHP for Chevy Racing)
Dale Earnhardt, Jr., driver of the #88 Chevrolet SS, celebrates his 4th win of the season Sunday, October 26, 2014 in the NASCAR Sprint Cup race at Martinsville Speedway in Ridgeway, Virginia. This was also Earnhardt, Jr.`s first career win at Martinsville. The Eliminator 8 phase of the Chase, which Earnhardt, Jr. is not a contender, continues next week at Texas Motor Speedway in Fort Worth, Texas.  (Photo by Rusty Jarrett/HHP for Chevy Racing)
Joey Logano, driver of the #22 Shell Pennzoil Ford, Jamie McMurray, driver of the #1 McDonald`s Chevrolet, and Matt Kenseth, driver of the #20 Dollar General Toyota, race during the NASCAR Sprint Cup Series Goody`s Headache Relief Shot 500 at Martinsville Speedway on October 26, 2014 in Martinsville, Virginia. (Photo Credit: Rainier Ehrhardt/NASCAR via Getty Images)
Crew members work on the #4 Outback Steakhouse Chevrolet of Kevin Harvick in the garage area after an incident during the NASCAR Sprint Cup Series Goody`s Headache Relief Shot 500 at Martinsville Speedway on October 26, 2014 in Martinsville, Virginia. (Photo Credit: Chris Trotman/NASCAR via Getty Images)
Jeb Burton, driver of the #13 Estes-Carolina Nut Company Toyota, and John Hunter Nemechek, driver of the #8 SWM Toyota, are involved in an on-track incident during the NASCAR Camping World Truck Series Kroger 200 at Martinsville Speedway on October 25, 2014 in Martinsville, Virginia.  (Photo Credit: Rainier Ehrhardt/NASCAR via Getty Images)
Darrell Wallace, Jr., driver of the #34 2015 NASCAR Hall of Fame Inductee Wendell Scott Toyota, and Timothy Peters, driver of the #17 Red Horse Racing Toyota, lead the field to the green flag to start the NASCAR Camping World Truck Series Kroger 200 at Martinsville Speedway on October 25, 2014 in Martinsville, Virginia. (Photo Credit: Sarah Glenn/NASCAR via Getty Images)
(L-R) Sybil Scott, Janis Davis, Wendell Scott, Cheryl Ashley and Frank Scott pose with Darrell Wallace, Jr. (3rdL), driver of the #34 2015 NASCAR Hall of Fame Inductee Wendell Scott Toyota, during pre-race ceremonies for the NASCAR Camping World Truck Series Kroger 200 at Martinsville Speedway on October 25, 2014 in Martinsville, Virginia.  (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)
Kevin Harvick, driver of the #4 Outback Steakhouse Chevrolet, practices for the NASCAR Sprint Cup Series Goody`s Headache Relief Shot 500 at Martinsville Speedway on October 25, 2014 in Martinsville, Virginia. (Photo Credit: Chris Trotman/NASCAR via Getty Images)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet, sits in his car in the garage area during practice for the NASCAR Sprint Cup Series Goody`s Headache Relief Shot 500 at Martinsville Speedway on October 25, 2014 in Martinsville, Virginia.  (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Kevin Harvick, driver of the #4 Outback Steakhouse Chevrolet SS qualified for 33rd position after hitting the wall Friday, October 24, 2014 for Sunday`s  Eliminator 8 NASCAR Sprint Cup race at Martinsville Speedway in Ridgeway, Virginia. Harvick, who is in the Chase, is 2nd in the NASCAR Sprint Cup Series (NSCS) standings.  (Photo by Christa L Thomas/HHP for Chevy Racing)
Ryan Newman, driver of the #31 Quicken Loans Chevrolet SS qualified for 9th position Friday, October 24, 2014 for Sunday`s  Eliminator 8 NASCAR Sprint Cup race at Martinsville Speedway in Ridgeway, Virginia. Newman, who is in the Chase, is 3rd in the NASCAR Sprint Cup Series (NSCS) standings.  (Photo by Rusty Jarrett/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Drive To End Hunger Chevrolet SS qualified for 13th position Friday, October 24, 2014 for Sunday`s  Eliminator 8 NASCAR Sprint Cup race at Martinsville Speedway in Ridgeway, Virginia. Gordon, who is in the Chase, is 7th in the NASCAR Sprint Cup Series (NSCS) standings.  (Photo by Christa L Thomas/HHP for Chevy Racing)
Jamie McMurray, driver of the #1 McDonald’s Chevrolet SS won the pole position and Kyle Larson, driver of the #42 Target Chevrolet SS qualified for 16th position Friday, October 24, 2014 for Sunday`s  Eliminator 8 NASCAR Sprint Cup race at Martinsville Speedway in Ridgeway, Virginia. McMurray, who is not in the Chase, is 19th in the NASCAR Sprint Cup Series (NSCS) standings. This was McMurray`s 2nd Pole win this season. (Photo by Christa L Thomas/HHP for Chevy Racing)

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