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Sprint extends Cup sponsorship to 2016

Telecommunications company Sprint has signed a three-year extension to its title sponsorship of NASCAR's top-level Cup series, taking it through to the end of 2016.
NASCAR announced at the end of last week that they had signed an extension to their existing sponsorship deal with telecoms giant Sprint, which will see the company have naming rights to the top-level Cup series through to the end of the 2016 season.

The series became the Sprint Cup when the Sprint Corporation took over Nextel Communications in 2005. Nextel had been the title sponsors since 2004 when they replaced longtime series sponsor Winston, and Sprint took over the original ten-year sponsorship deal with their acquisition and the Nextel Cup duly became the Sprint Cup.

The original deal would have expired at the end of the 2013 season, but it had seemed clear for much of this season that Sprint were looking at extending and deepening their backing of America's most popular motor sport series, leading to last week's announcement that a three-year extension would see Sprint remaing as the the sport's main backers until the end of 2016.

"I could not be more pleased than to announce and celebrate tonight that Sprint and NASCAR have agreed to an extension of our relationship," said Sprint chief executive officer Dan Hesse.

Hesse was speaking on Friday in Las Vegas, where NASCAR's officials, teams, drivers and sponsors were assembled at the Wynne Hotel-Casino for several days of post-season celebrations - which included Sprint handing new champion Tony Stewart a cheque for $5.8m, as well as the sight of Jeff Gordon revealing a hitherto unsuspected talent for break dancing.

"It probably wasn't an option for us not to [extend]", said Sprint's vice president for corporate marketing Steve Gaffney. "It's too important for us as a brand. It's an incredible relationship. It's a great sport ... The enthusiasm of the fans, the product of the track: we couldn't be more proud to be associated with NASCAR, and we look forward to this relationship growing more and more over the coming years."

"We're pleased to have Sprint back and to have an extension," said NASCAR's chief marketing officer Steve Phelps. "To have a brand like Sprint, who is our entitlement partner and our largest sponsor in the sport, to come back and essentially renew early for us is huge. I think it provides a lot of wind at our back.

"We had a great year at the track, an incredible Chase with the best finish we've had ever in our Sprint Cup history," he continued. "So, yeah, I think it will provide some significant wind at our back and help those teams that are still looking for sponsorship."

Neither Sprint nor NASCAR would give details about the financial terms of the agreement, and whether or not Sprint are maintaining their former level of sponsorship funding - estimated at around $70m per year - or whether the current economic climate has forced everyone to tighten their belts as the price for the financial security and public endorsement of an early renewal.

“I can say that I'm 100 percent [sure] that both Sprint and NASCAR are really pleased about the way the negotiations ended up and the fact that we're partners through 2016,” insisted Gaffney.


Tagged as: sponsorship , Sprint

Related Pictures

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Tony Stewart and Carl Edwards shake hands after the NASCAR Sprint Cup Series Champion`s Week Awards Ceremony at Wynn Las Vegas on Dec. 2, 2011, in Las Vegas, Nev. [Photo Credit: Todd Warshaw/Getty Images for NASCAR]
Tony Stewart, driver of the #14 Office Depot/Mobil 1 Chevrolet, drives ahead of Carl Edwards, driver of the #99 Aflac Ford, during the NASCAR Victory Lap on the Las Vegas Strip on Dec. 1, 2011, in Las Vegas, Nev. [Photo Credit: Chris Graythen/Getty Images]
Jeff Gordon shows off his breakdancing skills during NASCAR After the Lap at The Joint inside the Hard Rock Hotel & Casino on Dec. 1, 2011, in Las Vegas, Nev. [Photo Credit: David Becker/Getty Images for NASCAR]
NASCAR Sprint Cup Series champion Tony Stewart speaks during the NASCAR Sprint Cup Series Champion`s Week Awards Ceremony at Wynn Las Vegas on Dec. 2, 2011, in Las Vegas, Nev. [Photo Credit: Ethan Miller/Getty Images]
Sprint CEO Dan Hesse, left, shakes hands with NASCAR Sprint Cup Series champion Tony Stewart during the NASCAR Sprint Cup Series Champion`s Week Awards Ceremony at Wynn Las Vegas on Dec. 2, 2011, in Las Vegas, Nev. [Photo Credit: Ethan Miller/Getty Images]
The victorious Stewart-Haas Racing team celebrate winning the 2011 NASCAR Sprint Cup. (Photo Credit: Jared C. Tilton/Getty Images)
Brad Keselowski, driver of the #2 Redd`s Wicked Apple Ale Ford, takes the chequered flag to win the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Sean Gardner/NASCAR via Getty Images)
Jimmie Johnson, driver of the #48 Lowe`s Chevrolet, talks with the media following the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Mike Ehrmann/NASCAR via Getty Images)
Ryan Newman, driver of the #31 Caterpillar Chevrolet SS finished in 5th position and Kasey Kahne, driver of the #5 Farmer`s Insurance Chevrolet SS finished in 12th position Sunday, October 19, 2014 in the final Contender 12 NASCAR Sprint Cup race at Talladega Superspeedway in Talladega, Alabama. Newman, who was in the Chase, advances to the Eliminator 8 phase of the Chase which begins next week at Martinsville Speedway in Ridgeway, Virginia. Kahne, who was also in the Chase, did not advance. (Photo by Alan Marler/HHP for Chevy Racing)
Jeff Gordon, driver of the #24 Axalta Chevrolet SS finished in 26th position and Austin Dillon, driver of the #3 Dow Chevrolet SS finished in 13th position Sunday, October 19, 2014 in the final Contender 12 NASCAR Sprint Cup race at Talladega Superspeedway in Talladega, Alabama. Gordon, who was in the Chase, advances to the Eliminator 8 phase of the Chase which begins next week at Martinsville Speedway in Ridgeway, Virginia. (Photo by Alan Marler/HHP for Chevy Racing)
Kevin Harvick, driver of the #4 Budweiser Chevrolet SS finished in 9th position Sunday, October 19, 2014 in the final Contender 12 NASCAR Sprint Cup race at Talladega Superspeedway in Talladega, Alabama. Harvick, who was in the Chase, advances to the Eliminator 8 phase of the Chase which begins next week at Martinsville Speedway in Ridgeway, Virginia. (Photo by Harold Hinson/HHP for Chevy Racing)
Aric Almirola, driver of the #43 Smithfield Ford, and Kyle Busch, driver of the #18 M&M`s Halloween Toyota, are involved in an on track incident during the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Matt Sullivan/NASCAR via Getty Images)
Joey Logano, driver of the #22 Shell Pennzoil Ford, and Jamie McMurray, driver of the #1 Cessna Chevrolet, spin out into the grass during the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Jared C. Tilton/NASCAR via Getty Images)
The crew of Brad Keselowski, driver of the #2 Redd`s Wicked Apple Ale Ford, celebrates after winning the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Jerry Markland/NASCAR via Getty Images)
Brad Keselowski, driver of the #2 Redd`s Wicked Apple Ale Ford, celebrates in Victory Lane after winning the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Jerry Markland/NASCAR via Getty Images)
Crew members work on the Kyle Busch, driver of the #18 M&M`s Halloween Toyota, in the garage area during the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Jonathan Ferrey/NASCAR via Getty Images)
Brad Keselowski, driver of the #2 Redd`s Wicked Apple Ale Ford, leads the field near the end of the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama.  (Photo Credit: Jared C. Tilton/NASCAR via Getty Images)
Brad Keselowski, driver of the #2 Redd`s Wicked Apple Ale Ford, races Ryan Newman, driver of the #31 Caterpillar Chevrolet, during the NASCAR Sprint Cup Series GEICO 500 at Talladega Superspeedway on October 19, 2014 in Talladega, Alabama. (Photo Credit: Brian Lawdermilk/NASCAR via Getty Images)

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