February 3, 2003

The leaders are on pit road, taking on two cans of Union 76 Gasoline, the official fuel of NASCAR.

Those words will soon be history as the series bids farewell to its most formable friend in 2004.

When we think about history in the sport one must consider the origin of the Pure Oil Company. With roots dating back to 1887, a sale to the Dawes brothers in 1917 would find the oil empire destined to cross paths in 1948 with Bill France Sr. A deal was struck to have Pure Oil provide fuel to the series in exchange for advertising incentive.

Pure Oil would tumble into supply concerns during the 1960`s eventually ending in merger with Union Oil which offered abundant refining capability. The “Spirit of 76” was used as an add campaign in 1932 to promote the newest 76 octane fuel from Union Oil and, marked the birth of the 76 brand. In 1947 the familiar orange globe burst onto the scene with the final version being unveiled in 1967 with its simple numbers “76” displayed. All was well again in the world of racing fuel and, out of the merger between Pure and Union would come those really cool orange antenna balls.

Houston, Jan. 28, 2003 – Conoco Phillips would issue the statement concerning their desire to concede from NASCAR. Mark Harper, president of wholesale marketing for ConocoPhillips would go on to say “Due to ever changing business strategies, we are unable to take full advantage of NASCAR’s national and international marketing platform. We believe it is in the best interests of both ConocoPhillips and NASCAR to return our official fuel rights to NASCAR”

One has to wonder if the changing business strategies that Harper speaks of are in regard to NASCAR and not ConocoPhillips. Let’s say hypothetically that NASCAR sat down with Mark Harper and laid the cards on the table about the future of Winston Cup racing. Imagine in your mind a conversation about a split in the series which would create two leagues. Would ConocoPhillips prosper from expanding its involvement in NASCAR while entangled in today’s economic environment? And what about these overseas dates?

The hypothetical solution to that conversation would be to have two different official fuels in the sport. Which brings forward the premise whereas ConocoPhillips is currently stretched to the max with a logistical nightmare trying to service the series. Would it behoove ConocoPhillips to be one of two suppliers of fuel? And what would the return on investment look like. Sponsors have fallen out of the sport due to poor return on investment given today’s economic climate of grey sky. Harper touches on the idea in his statement by suggesting ConocoPhillips is unable to take full advantage of the marketing platform.

Is the split with Union 76 a sign of things to come in the sport?

Union 76 and Champion Spark Plugs are the oldest sponsors in NASCAR period. To have one of the oldest sponsors leave the game is huge and may point to discussion in regard to overall investment return to sponsors in the series. Is it really about some kid from an add agency counting the seconds in which a NASCAR sponsors logo is on the TV? Or, is it more likely about the long term effects of forced growth on a NASCAR sponsor in the face of an uncertain economy?

It appears as if NASCAR is not keeping pace with their sponsors. When the economy is slow perhaps trying to hold on and keep growth under control would be the way to go. That is not what we see from the sanctioning body. New facilities, Donald Trump on the payroll, where are my rose colored glasses? While sponsors attempt to hang on NASCAR puts the accelerator down on expansion plans thus forcing the hands of investors.

Union 76 Antenna Ball

Did you know?

The first known antenna ball made by Union 76 was in 1967. At that time the tiny orange globes were spray painted by hand with a total distribution of 350,000 per year through the 60`s. A stamping process was utilized in 1975 but, the producer of the antenna balls, Lewis-Frank Specialty Products, Inc would usher in new machinery to aid in the painting process and annual numbers increased to 750,000. During the 80`s technology advancement in the world of antenna balls pushed production numbers to 1,500,000 per year. 1993 would mark antenna ball history for Union 76. A promotion of a new fuel would flood the market with 2,500,000 orange globes that year. Now the numbers are through the roof with antenna ball engineers being brought in to design other shapes. Baseball-basketball-football-soccer with total production numbers reaching the 4,000,000 mark.

For further reading on the subject of Union 76 gasoline in the Winston Cup series click on the link...All You Need To Know About Union 76 Racing Fuel

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