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HOW NASCAR PLANS TO GET BACK ON THE FAST TRACK; With a $4.5B TV deal and Toyota in the fold, the league is out to prove '06 was just a speed bump.

Publication: Advertising Age
Publication Date: 12-FEB-07 		Format: Online
Delivery: Immediate Online Access
Full Article Title: HOW NASCAR PLANS TO GET BACK ON THE FAST TRACK; With a $4.5B TV deal and Toyota in the fold, the league is out to prove '06 was just a speed bump.(News)(Toyota Motor Corp., National Association for Stock Car Auto Racing Inc., ESPN/ABC Sports Customer Marketing and Sales)

Article Excerpt
Byline: RICH THOMASELLI

rthomaselli@crain.com

[daytona, fla.] "Ah, who cares about that sponsor and marketing stuff,'' veteran driver Mark Martin said during Nascar Media Day last week.

He's kidding, of course. This is the same Mark Martin who, after winning a Nascar Craftsman Truck Series race in a car sponsored by Scott's Turf Builder, did "doughnuts'' in his car that ripped up the infield lawn and then said on live TV, "That grass is gonna need some Scott's Turf Builder.''

Nascar, of course, cares very, very much. And the infield, bleachers and TV sets are going to need some more fans if Nascar wants to make those sponsors forget 2006. As drivers practice here at Daytona International Speedway for Sunday's Daytona 500 and the start to the 2007 season, the $3 billion business of Nascar is facing a pivotal year.

"It's a key moment in time, no question,'' said the chief marketing officer for one of Nascar's many sponsors. "As I said last year, [2007] is the time to nip any potential problems in the bud. Right now, there's no...

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