Less than a week after announcing a blockbuster sponsorship deal with Nascar, Nextel Communications has signed a multiyear marketing deal with the National Thoroughbred Racing Association. Financial terms of the deal weren’t disclosed, but Nextel says it will become the title and divisional sponsor of the Nextel Breeders’ Cup Distaff, part of the $14 million Breeders’ Cup World Thoroughbred Championships, beginning in 2004. Nextel will get promotional and hospitality benefits, as well as print media and commercial advertising during televised horse races, including scheduled races on NBC, CBS and ESPN. Nextel joins other National Thoroughbred Racing Association sponsors that include John Deere, FedEx and Guinness. Last week, Nextel signed a deal to become the official sponsor of what was previously titled Winston Cup Series. Under that 10-year deal, the Nascar racing circuit will be renamed the Nextel Cup Series, beginning in 2004. It replaces R.J. Reynolds, which had sponsored the races since 1971.( Washington Business Journal )(6-24-2003)
