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Money's tight as contract renewals loom

At 52 the series' oldest active driver, Mark Martin, will definitely be leaving Hendrick Motorsport at the end of 2011 as Kasey Kahne transfers in from Red Bull Racing. Whether Martin will retire from full time competition or seek a seat elsewhere is not yet known, but it was announced last week that Hendrick had signed a five-race deal for this season with Farmers Insurance to sponsor Martin, which will include a special commemorative #25 for the Sprint All-Star Race in place of Martin's regular #5.

At least the entry of Farmers Insurance onto the sponsorship scene is a small ray of hope for NASCAR teams. Last year, the only major new team sponsor to join NASCAR was health insurers AARP, making it harder for anyone without an enduring arrangement with a company with deep pockets to survive. The series' newest star is Trevor Bayne, who despite winning the Daytona 500 in February is still struggling to gather enough sponsorship to make his Sprint Cup appearances viable: Wood Brothers Racing only finally managed to get sponsorship in place for Bayne for the Sprint All-Star Race on April 12 when a deal was done with Good Sam Club, a sister company of Camping World.

But sometimes there's reward for on-track efforts: Dave Blaney ran at or near the front for lengthy periods at Talladega two weeks ago and even threatened to pull off a shock win until he was spun out by Kurt Busch, and it's now been confirmed that the deal between Tommy Baldwin Racing and Golden Corral restaurants will be extended to cover the #36 for the whole of the 2011 season. As part of the link-up, Golden Corral offers a "Kids Eat Free promotion" for the following Monday should the #36 finish in the top ten - a deal that was the subject of some good-natured ribbing from Harvick during the race as he partnered up for drafting with Blaney. Even light-hearted mocking over the in-car radio gets invaluable on-air national TV time that makes the deal more than pay for itself for the sponsor, and that's what everyone's looking for in these austere times.

NASCAR's sponsorship situation has been most affected by the collapse of the car manufacturing business in America, with even Japanese car giants affected by the worldwide slowdown in sales. The car industry has always been an obvious backer of motor sports, and now with those businesses no longer in a fit state to pour money into the sport - along with the end of tobacco and alcohol sponsorship for regulatory reasons, and even banks running scared of being seen to spend money after their role in the recent financial crisis - all racing series are having to work extra hard at developing new potential backers in unexpected and previously unexplored sectors.

As a sport and as a business, NASCAR is confident that it remains healthy and appealing to sponsors: TV ratings are up in 2011 by almost a fifth on last year, and crowd attendance is holding up reasonably well, too. There's increased competition for media coverage and sponsorship backing from the rival IZOD IndyCar series, which has been making some high-profile PR initiatives such as the $5m Vegas "challenge" event that has caught the imagination of US motor sports fans; but the truth is that IndyCar enjoys only a fraction of the ratings of NASCAR, which remains North America's top motor racing competition by a wide margin and makes them the only game in town for any big name sponsors seeking mass audiences in motor sports.

"You're seeing increased interest from sponsors across the board from where we were a year ago," Roush Fenway's Newmark said. "Whether that materializes into sales remains to be seen, but we're optimistic."










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
Denny Hamlin and Darian Grubb, the crew chief of the #11 Joe Gibb Racing Toyota, consult in the garage area during testing at Charlotte Motor Speedway. (Photo Credit: Jared C. Tilton/Getty Images for NASCAR)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, races to win Sunday, July 27, 2014 the Brickyard 400 Nascar Sprint Cup race at Indianapolis Motor Speedway in Indianapolis, Indiana. Gordon, who leads the NASCAR Sprint Cup Series (NSCS) standings, has won at the Brickyard a record 5 times, the first one in 1994. (Photo by Christa L. Thomas/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, races to win Sunday, July 27, 2014 the Brickyard 400 Nascar Sprint Cup race at Indianapolis Motor Speedway in Indianapolis, Indiana. Gordon, who leads the NASCAR Sprint Cup Series (NSCS) standings, has won at the Brickyard a record 5 times, the first one in 1994. (Photo by Harold Hinson/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, celebrates his win Sunday, July 27, 2014 of the Brickyard 400 Nascar Sprint Cup race at Indianapolis Motor Speedway in Indianapolis, Indiana. Gordon, who leads the NASCAR Sprint Cup Series (NSCS) standings, has won at the Brickyard a record 5 times, the first one in 1994. (Photo by Rusty Jarrett/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS, kisses the Brick after his win Sunday, July 27, 2014 of the Brickyard 400 Nascar Sprint Cup race at Indianapolis Motor Speedway in Indianapolis, Indiana. Gordon, who leads the NASCAR Sprint Cup Series (NSCS) standings, has won at the Brickyard a record 5 times, the first one in 1994. (Photo by Rusty Jarrett/HHP for Chevy Racing)
The #24 Axalta Chevrolet crew celebrates in pit lane after driver Jeff Godron`s victory in the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana. (Photo Credit: Matt Sullivan/Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, celebrates in Victory Lane after winning the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana. (Photo Credit: Chris Trotman/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, celebrates by kissing the bricks after winning the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana. (Photo Credit: Patrick Smith/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, salutes the fans after winning the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana. (Photo Credit: Matt Sullivan/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, takes the chequered flag to win the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana. (Photo Credit: Patrick Smith/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, celebrates with a burnout after winning the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana. (Photo Credit: Patrick Smith/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, center, celebrates with team owner Rick Hendrick, left, daughter Ella Sophia and wife Ingrid Vandebosch by kissing the bricks after winning the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana. (Photo Credit: Rainier Ehrhardt/NASCAR via Getty Images)
Kevin Harvick, driver of the #4 Jimmy John`s Chevrolet, leads a pack of cars into the pits during the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana.  (Photo Credit: Chris Graythen/NASCAR via Getty Images)
Jeff Gordon, driver of the #24 Axalta Chevrolet, races the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana.  (Photo Credit: Patrick Smith/NASCAR via Getty Images)
Kevin Harvick, driver of the #4 Jimmy John`s Chevrolet, and Jeff Gordon, driver of the #24 Axalta Chevrolet, lead the field to the green flag for the start of the NASCAR Sprint Cup Series Crown Royal Presents The John Wayne Walding 400 at the Brickyard Indianapolis Motor Speedway on July 27, 2014 in Indianapolis, Indiana. (Photo Credit: Patrick Smith/NASCAR via Getty Images)
The Richard Childress Racing #3 Chevrolet Nationwide Series car driven by Ty Dillon. (Photo Credit: Getty Images for NASCAR)
Ty Dillon with his team owner and grandfaster Richard Childress at Las Vegas Motor Speedway on March 7 2014. (Photo Credit: Jonathan Ferrey/Getty Images)

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