September 17, 2005

By Carol Einarsson

I just read that Sharpie might be leaving Roush in 2007, but not for another race team. Lee Spencer reports that there is talk that Newell-Rubbermaid, parent company of Sharpie, may be interested in purchasing the naming rights to Bristol Motor Speedway.

My initial response to this was, well, a sound that can’t really be spelled. But it was loud, and it wasn’t an affirmative-sounding noise, you can be sure of that.

Is nothing safe anymore? A certain home improvement store thinks their money can make us forget that it’s Charlotte Motor Speedway. And Sears Point? Well, okay, nobody really cared about that name anyhow. Maybe it’s because it isn’t reflective of an historical racing city like Charlotte. Or Bristol.

I think if NASCAR is to allow naming rights, it should be allowed only within the first three years. After that, it can be in the sanctioning contracts that the racetrack will not change names. It’s all about brand identification. Then NASCAR and race fans would be assured the name will not change because Bruton (or even ISC, themselves) start getting cartoony dollar signs in their eyes.

And now that I think of it, does Bruton really need more money from his tracks? (And if he does, maybe he should work to reopen North Wilkesboro and sell the naming rights to THAT place!)

It was bad enough when Allstate Insurance had to go and fool with the name of the Brickyard 400, but to rename such a legendary track as Bristol all for the sake of money is just wrong. So wrong that if Rubbermaid decides this is the wisest way to spend their corporate dollars in 2007, Tupperware will become the official food storage product for the Einarsson family. I don’t need Sharpies, and I can live without Rubbermaid storage, even for big things.

Wal-Mart has Sterilite storage containers that will work just fine and usually cost less, too. And for little things like food storage, if you can’t find a Tupperware lady, you can always check out the paper goods aisle at your local Pig and find Gladware food storage containers in all shapes and sizes.

So often we mobilize folks to write in and complain about something, and it’s usually after the fact… too late for any of the corporate stuffed suits to care because it’s too late to turn back. Now is the time to write to Rubbermaid and tell them to just say NO to renaming Bristol. And remind them that if Bristol fans rebel and stop buying their products (Little Tikes, Levolor, Lenox, Graco) because they’ve changed the name of the greatest racing facility in NASCAR, they may not have the sponsorship budget they were expecting to have. Address comments to: Newell Rubbermaid, 10B Glenlake Parkway, Suite 600, Atlanta, GA, 30328, or call them at 770-407-3800.

The thoughts and ideas expressed by this writer or any other writer on Insider Racing News, are not necessarily the views of the staff and/or management of IRN. Although we may not always agree with what is said, we do feel it's our duty to give a voice to those who have something relevant to say about the sport of auto racing.