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Money's tight as contract renewals loom

In all, Roush Fenway Racing has four major sponsors whose deals were up for renewal at the end of this season: re-signing 3M takes care of one of those, but there are still three to go. Matt Kenseth is backed by whisky maker Crown Royal (who are also one of the title sponsors of this weekend's Sprint Cup race at Richmond International Roadway) while David Ragan has sponsorship from international logistics giant UPS.

"Let's be honest: the world has changed a lot since the economy crashed," said UPS's director of sponsorship Ron Rogowski. "NASCAR has had a few setbacks. The numbers haven't been where they used to be. You have this economic impact and the state of the sport. You sit down with teams, and there's a very active discussion to make an investment work harder."

Amazingly, Roush Fenway's other driver, Carl Edwards - who currently leads this year's Sprint Cup championship, after finishing in fourth place in 2010 - is one of the drivers whose contracts expires at the end of the year and who has not yet agreed an extension with the team or so far signed an alternative deal elsewhere. His #99 has been sponsored by medical insurer Aflac, and by Scotts Miracle-Gro (the world's largest seller of lawn and garden products) for the past eight years, which has previously praised Edwards as "a great representative [for Scotts] with integrity, passion and a winning attitude."

But as much as companies like Aflac and Scotts may like Edwards, can they justify and afford to keep him on the books? It's reminiscent of the moment when Ford Motor Company's global board suddenly asked, "Who is this Eddie Irvine?" when they found out that the Jaguar F1 driver was one of their most highly paid employees. From that moment, Ford's involvement in the sport was doomed and they pulled out shortly after.

"We're seeing a lot of discussions around measurement and showing how [sponsoring teams] in NASCAR generates greater sales, greater exposure and greater brand awareness," said Steve Newmark, Roush Fenway's senior vice president of business operations.

"The type of money the marketplace was commanding a few years ago isn't there anymore," pointed out Dave Grant, head of sports and events specialist marketing agency Team Epic. "The pricing has maxed out. Teams are recognising the new reality, and that's part of it."

"Three years ago you saw deals in the $18 to $22 million range and today we're probably in that $13 to $17 million range," agreed Tamera Green, a vice-president at GMR Marketing.

Where previously NASCAR and the teams held the whip hand in negotiations, now the boot is firmly on the other foot and teams are having to add more value, accept "performance related" deals dependent on triggers such as qualifying for the Chase, or simply be more flexible in negotiations if they want to keep their sponsors on board. Even the formidable US Army is trimming its marketing budgets: it has reduced its sponsorship of Stewart-Haas Racing down to 15 races from 23 last year and negotiated a lower price per race, "to take into account audience, TV ratings and where the market is moving." The Stewart-Haas team is having to make more promotional appearances for the Army, and even sweetened the deal by making Tony Stewart's suite at the Indianapolis Motor Speedway available for their corporate sponsors' use during the Indy 500 and Brickyard races.

Similarly, Roush Fenway Racing's renewed deal with 3M is also reported to be for fewer races from 2012, reducing the company's overall expenditure - but at least the flexibility is keeping the sponsor on board for the majority of events and securing Biffle's position in NASCAR.

Among the drivers with no deal in place beyond the end of the season is Earnhardt Ganassi's Juan Pablo Montoya, who despite not having anything like the level of race-winning success of Edwards, Harvick, Biffle or Busch is still one of NASCAR's top stars and most recognisable and bankable names, thanks to his time in Formula 1, IndyCar and ChampCar. Montoya is yet to win on an oval track in NASCAR, but has won twice on the series' road courses at Sonoma and Watkins Glen. Montoya's #42 is sponsored by US retailing giant Target, which also sponsors the Ganassi cars of Dario Franchitti and Scott Dixon in IndyCar.




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
Regan Smith, interim driver of the #41 Haas Automation Chevrolet SS finishes in sixteenth place in the Daytona 500 Sunday, February 22, 2015 at Daytona International Speedway in Daytona Beach, Florida. (Photo by HHP/Harold Hinson for Chevy Racing)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet SS finishes in fifth place, Jeff Gordon, driver of the #24 Drive To End Hunger Chevrolet SS finishes in 33rd place in the Daytona 500 Sunday, February 22, 2015 at Daytona International Speedway in Daytona Beach, Florida. Gordon, who led for 87 laps,  was involved in a multi-car incident on the last lap. (Photo by HHP/Harold Hinson for Chevy Racing)
Dale Earnhardt, Jr., driver of the #88 Nationwide Chevrolet SS races to a third place finish with Hendrick Motorsports teammate Jimmie Johnson, driver of the #48 Lowe`s Chevrolet SS who finishes in fifth place in the Daytona 500 Sunday, February 22, 2015 at Daytona International Speedway in Daytona Beach, Florida. (Photo by HHP/Alan Marler for Chevy Racing)
Kevin Harvick, driver of the #4 Budweiser/Jimmy John’s Chevrolet SS pulls into his pit on his way to a second place finish in the Daytona 500 Sunday, February 22, 2015 at Daytona International Speedway in Daytona Beach, Florida. (Photo by HHP/Harold Hinson for Chevy Racing)
Denny Hamlin, driver of the #11 FedEx Express Toyota, Jimmie Johnson, driver of the #48 Lowe`s Chevrolet, and Clint Bowyer, driver of the #15 5-hour ENERGY Toyota, race three-wide during the NASCAR Sprint Cup Series 57th Annual Daytona 500 at Daytona International Speedway on February 22, 2015 in Daytona Beach, Florida.  (Photo Credit: Patrick Smith/Getty Images)
Jeff Gordon, driver of the #24 Drive To End Hunger Chevrolet, and Jimmie Johnson, driver of the #48 Lowe`s Chevrolet, lead the field to the green flag for the running of the NASCAR Sprint Cup Series 57th Annual Daytona 500 at Daytona International Speedway on February 22, 2015 in Daytona Beach, Florida.  (Photo Credit: Robert Reiners/Getty Images)
Chris Buescher, driver of the #60 Kellogg/Cheez-It Ford, races Brad Keselowski, driver of the #22 Discount Tire Ford, Kyle Larson, driver of the #42 ENEOS Chevrolet, and Ryan Reed, driver of the #16 Lilly/American Diabetes Association Ford, during the NASCAR XFINITY Series Alert Today Florida 300 at Daytona International Speedway on February 21, 2015 in Daytona Beach, Florida. (Photo Credit: Patrick Smith/Getty Images)
Erik Jones, driver of the #20 GameStop/Rock Candy Toyota, Darrell Wallace Jr., driver of the #6 Ford EcoBoost Ford, and Landon Cassill, driver of the #01 Flex Seal Chevrolet, race three-wide during the NASCAR XFINITY Series Alert Today Florida 300 at Daytona International Speedway on February 21, 2015 in Daytona Beach, Florida. (Photo Credit: Jared C. Tilton/Getty Images)
Denny Hamlin in the #11 Joe Gibbs Racing Toyota at Daytona. (Photo Credit: Robert Laberge/NASCAR via Getty Images)
Racing during the NASCAR Camping World Truck Series NextEra Energy Resources 250 at Daytona International Speedway on February 20, 2015 in Daytona Beach, Florida.  (Photo Credit: Jonathan Ferrey/NASCAR via Getty Images)
Tyler Reddick, driver of the #19 DrawTite Ford, celebrates in victory lane after winning the NASCAR Camping World Truck Series NextEra Energy Resources 250 at Daytona International Speedway on February 20, 2015 in Daytona Beach, Florida.  (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Kyle Larson, driver of the #42 Target Chevrolet, is interviewed in the garage area during practice for the NASCAR Sprint Cup Series 57th Annual Daytona 500 at Daytona International Speedway on February 19, 2015 in Daytona Beach, Florida.  (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Hendrick Motorsports team mates (left) Dale Earnhardt Jr., driver of the #88 Nationwide Chevrolet and (right) Jimmie Johnson, driver of the #48 Lowe`s Chevrolet celebrate in victory lane after winning the NASCAR Sprint Cup Series Budweiser Duel 1 at Daytona International Speedway on February 19, 2015 in Daytona Beach, Florida. (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet, celebrates in victory lane after winning the NASCAR Sprint Cup Series Budweiser Duel 2 at Daytona International Speedway on February 19, 2015 in Daytona Beach, Florida. (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Dale Earnhardt Jr., driver of the #88 Nationwide Chevrolet, celebrates in victory lane after winning the NASCAR Sprint Cup Series Budweiser Duel 1 at Daytona International Speedway on February 19, 2015 in Daytona Beach, Florida. (Photo Credit: Jeff Zelevansky/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Drive To End Hunger Chevrolet, and Matt Kenseth, driver of the #20 Dollar General Toyota, lead the field to the green flag for the running of the NASCAR Sprint Cup Series Budweiser Duel 1 at Daytona International Speedway on February 19, 2015 in Daytona Beach, Florida. (Photo Credit: Jonathan Ferrey/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Drive To End Hunger Chevrolet SS, captures the Daytona 500 pole for the second time in his career Sunday, February 15, 2015 after posting the fastest qualifying time for next Sunday`s NASCAR Sprint Cup race in Daytona Beach, Florida. Gordon, who has said this is his last full season of racing, has won the Daytona 500 three times. Hendrick Motorsports teammate Jimmie Johnson, driver of the #48 Lowe`s Chevrolet SS, qualifies second and will also start from the front row. (Photo by HHP/David Tulis for Chevy Racing)

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