NASCAR gets into the spirits, accepts liquor sponsors

NASCAR returned to its roots Wednesday by lifting a ban on liquor ads on cars, opening the door for teams to be sponsored next season by distilled spirits.

"We felt the time was right," NASCAR president Mike Helton said. "Attitudes have changed, and spirits companies have a long record of responsible advertising."

NASCAR already allowed beer and malt liquor sponsorships. Budweiser sponsors Dale Earnhardt Jr.'s car, for example, and Busch sponsors a lower-tier racing series.

But NASCAR restricted what liquor companies could do, most recently denying a bid from Roush Racing in June to put a liquor company on the car that Jeff Burton drove. International Speedway Corp., a sister company also controlled by NASCAR's founding France family, has agreements with Crown Royal, however.

Diageo, a British liquor company that was already an associate sponsor for Matt Kenseth with its Smirnoff ICE malt beverage, immediately announced Wednesday that its Crown Royal distilled whiskey will be the sponsor on another Roush car next season.

"Our association with this world-class racing team will allow us to connect with millions of adult consumers, who are devoted NASCAR fans, and remind them about the importance of responsible drinking," Diageo spokesman Mark Waller said. "A multimillion dollar marketing budget supporting this sponsorship will include dedicated social responsibility messaging."

Enjoying tremendous growth in mainstream popularity lately, the NASCAR racing league landed a $2.8 billion television contract with NBC and Fox that began in 2001, and this season switched the sponsorship of its top division from cigarette-maker R.J. Reynold's Winston brand to telecommunications giant Nextel.

Helton said any liquor companies entering NASCAR must follow advertising guidelines set by the sanctioning body.

NASCAR's review before deciding to lift the ban included outreach to advocacy groups such as the National Commission Against Drunk Driving, Mothers Against Drunk Driving and industry groups such as the Distilled Spirits Council of the United States.