The #01 DEI Chevy of Regan Smith may be short on sponsorship, but don’t expect a blank car to show up at the track resembling Yates Racing entries. Instead of running a plain scheme to highlight the need to find more sponsorship, DEI Vice President of Motorsports Operations John Story said the team has decided instead to “sweeten” its deal with Principal Financial Group, who initially just signed as a full-season associate sponsor with a handful of races as the primary. “We’ve discussed, do you leave the car blank, do you do what Yates has done and say, ‘SponsorYates.com and call us,’ and we believe it can actually work against you in many ways,” Story told the Press. “If you left the car white, a sponsor may in fact say, ‘Hey, that’s a great car and they’ve got space available, let’s call.’ Or they may say, ‘Nobody else is sponsoring that car. Why should we? Is there something wrong with them?'” Recently, the car has run with the DEI logo on the hood, but with the Principal signage on the rear quarterpanels and back. In addition, Smith has worn the Principal firesuit and referred to the company in interviews as if it’s any other primary sponsor. Story doesn’t believe that DEI is devaluing the sponsorship long-term by giving Principal more than it’s paying for. He also doesn’t think the No. 01 is missing out on the opportunity to attract new sponsors by not running a blank car, saying that DEI is in discussions with companies about sponsorship for this year and beyond.(Long Island Press)(4-21-2008)
