Nextel Takes Over Winston Sponsorship

R.J. Reynolds Tobacco will give up the NASCAR sponsorship its held for over thirty years. Nextel will take over the sponsorship, turning the Winston Cup into the Nextel Cup beginning in the 2004 racing season. Experts say this is a good move for Nextel because of race fans' proven brand loyalty. Other contenders for the sponsorship included Visa, Coca-Cola and McDonald's. You can't help but wonder if anyone would really want to compete for the "McDonald's Cup."