AT&T renews RCR deal
In a move that may be perceived as a challenge from AT&T to NASCAR, the telecommunications giant has signed a contract extension with Richard Childress Racing to sponsor the #31 car of Jeff Burton until 2010
Despite NASCAR's clear intention to prevent telecommunication companies other than the series' title sponsor Nextel from sponsoring cars in their premiere class in the future, AT&T shows no sign of letting up in its commitment to remain involved in the NASCAR Nextel Cup by signing a three year extension of its agreement with RCR.
"As long-time supporters of racing and its fans, we are very pleased to continue our involvement with the sport as a team sponsor in the wireless category," said Dave Garver, executive director of high growth segments and sponsorships for the wireless division at AT&T.
"We've enjoyed our relationship with Jeff and RCR, and look forward to continuing to work with them through many more winning seasons.
"In the past decade, we've developed innovative ways to bring fans closer to racing, with interactive content that can be accessed via their wireless handsets, alerts sent directly to their phones and on-the-ground activities promoting wireless services at and around racing events. We're looking ahead, planning even more engaging ways to bring the latest in wireless technology to fans."
AT&T has been the primary sponsor of RCR's No. 31 team since 2002 via the Cingular brand, but the livery on the car switched to AT&T a few weeks ago after the recent acquisition of BellSouth, which owned the Cingular brand in a joint venture with AT&T.
"AT&T has been an important part of RCR since 2002 so we're very excited about renewing our contract with them and continuing that great relationship," said Richard Childress, president and CEO of Richard Childress Racing.
"AT&T has been a tremendous supporter of RCR's fans and racing fans throughout the sport for more than a decade and I am eager to turn our full attention back to winning a championship."
On Sunday NASCAR announced the filing of a counter-suit against AT&T for US $100 million after the telecom company won an injunction on their previous suit against them, allowing the change from Cingular to AT&T logos in the No. 31 car, which had been initially barred by NASCAR.
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