Nextel Cup will become Sprint Cup in 2008 |
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Topics: NASCAR, Nextel Cup, Sprint Cup
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Alfred Johnson
July 11, 2007
Starting in 2008 NASCAR's top Series is varying its name for the second time in a five-year period from Nextel Cup to the Sprint Cup. In NASCAR's 60 years of history the name has changed three times, this one particularly, was expected since the merger between Nextel and Sprint in August 2005.
NASCAR chairman Brian France admitted that name changes are not the best for branding purposes but the premier series needed to be in line with the Sprint brand since that's what the company is now called. ``We need to be with their main brand,' France said Saturday, as the new Sprint Cup logo was unveiled. ``We're hopeful this is the brand they stick with for a long, long time. I would be surprised if it wasn't.'
Some of the names used for NASCAR's top series have been: Grand National Series at its inception; from 1971 to 2003 it was known as the Winston Cup Series but in 2003 Nextel took over with a 10-year, $700 million deal, becoming the Nextel Cup Series in 2004.
Almost 2 years later, Nextel merged with Sprint, agreement that started what has today been concluded. This new venture took all the necessary measurements to research, marketing-wise, the logo and the name relying on the test applied to fans, focus groups, and surveys in order to make the final decision of a name change.
``Our new brand campaign focuses on the importance of speed in people's daily lives and illustrates their ability to get information where they want it when they want it,' Kelly said. ``NASCAR was built on a tradition of speed, so it was a natural tie for us.' The above mentioned was part of the announcement made on July 1st when the switch became of public domain.
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