BtoB

Nextel to replace R.J. Reynolds as NASCAR sponsor

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Daytona Beach, Fla.--NASCAR will announce Thursday that Reston, Va.-based Nextel Communications Inc. will take over sponsorship of the racing organization’s championship series. Nextel, which uses sports marketing as a cornerstone of its branding efforts, will replace long-time sponsor R.J. Reynolds, whose Winston Cup has become synonymous with NASCAR. Nextel, which sells to both consumers and businesses, would join United Parcel Service of America Inc., Square D Co., W.W. Grainger Inc. and others as prominent b-to-b marketers aligning their brands with NASCAR.
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