Talladega Superspeedway officials are searching for a new sponsor for the track's fall race because this October's EA Sports 500 will be the last to carry that name. Electronic Arts, which markets numerous electronic sports games, has notified the track that it will not extend its contract for naming rights beyond October. Rick Humphrey, the track's vice president and general manager, said the search for a title sponsor for the fall race in 2005 is ongoing. EA Sports took over sponsorship of the fall race in 2001 with a three-year contract. Then the company extended the contract a year to include the upcoming race on Oct. 3. EA Sports used the Talladega race to promote new editions of the game, but the company also had to enter licensing agreements with race teams, drivers, tracks and NASCAR. Humphrey said Electronic Arts "concluded sponsorship of a single event was not as necessary as other elements to market their game successfully." Aaron's, a rental company, sponsors Talladega's spring race. Its contract goes through 2005, and discussions have already begun about extending the contract. "We are comfortable with the way those negotiations are going," Humphrey told The Birmingham News.(Macon Telegraph/AP)(7-7-2004)

redriderbob

 

Oooh that's a big bummer!! I love the EA Sports 500!

~Amanda

 

Well I thought it was a good marketing tool!

redriderbob