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Article: What does Jim Beam exit say about Nascar? Spirits marketers endsponsorships, fueldebate about category.(NEWS)

Article from:
Crain's Chicago Business
Article date:
October 5, 2009
Copyright

Byline: RICH THOMASELLI

After spending what seemed like decades trying to crack Nascar's ban on sponsorships by hard-liquor brands, spirits companies received the go-ahead from the auto-racing league in 2004. But after only five years, two of the three biggest sponsors in the category are dropping out, begging the question of whether the league is still a strong bet for marketers.

Fortune Brands Inc.'s Jim Beam and Brown-Forman Corp.'s Jack Daniel's announced within days of each other that they will no longer sponsor cars next season in the Sprint Cup Series, Nascar's top tier.

Jim Beam is the sponsor for driver Robby Gordon's No. 7 car for ...

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