Charter Communications Inc. extended its contract with Roush Racing to sponsor cars running in NASCAR’s upcoming Busch Series and Nextel Cup races.
The MSO, the only cable operator to sponsor a National Association for Stock Car Auto Racing team, said it will be an associate Nextel Cup Series sponsor of driver Greg Biffle’s Ford Taurus. The National Guard is the primary sponsor of the NASCAR team.
The Nextel Cup is the stock-car racing circuit’s top level of competition.
Roush Racing will place the Charter logo on its No. 16 Nextel Cup car, and for a handful of races, the team will place a dedicated Charter paint scheme on the vehicle, with the company brand covering the hood, side panels or possibly both.
Charter will be the primary sponsor on the No. 60 Ford Taurus that new Roush Racing team member Carl Edwards will drive in its second-level Busch Series races.
With 17 of the 35 Busch Series races held at tracks near Charter cable systems, the MSO has used the races to showcase services such as HDTV through a 48-foot mobile trailer it brings to the races.
When the Busch series touched down at tracks located outside Charter’s footprints, the company sold sponsorships for the car last year to Turner Networks and ESPN.
Charter said it would look to sell similar sponsorships to other cable-related companies again this year.
The MSO has also used its NASCAR and Busch Series sponsorships for incentive programs for employees.
“In so many of the markets Charter services, NASCAR is the premiere sporting event. It provides a vehicle that appeals to our customers and potential customers, fits well with our business partners, and is fun for employees,” CEO Carl Vogel said in a statement.