NASCAR has recruited broadcast partner ESPN to help it secure a new sponsor for its Busch Series after Anheuser-Busch confirmed it would end its title deal at the end of the 2007 season.

The asking price for the new deal is set to cost around $40m a year according to some analysts – three times that of the current deal.

Anheuser-Busch this week said it would be renewing its agreement at the end of the current agreement.

Now NASCAR chiefs have called on ESPN to help find a new partner.

NASCAR’s director of business communication Andrew Giangola said: “No one could come up with another example of league and broadcast partner selling a sponsorship.

“We will join forces to find the right series sponsor to support our efforts and elevate the series.

“The Busch Series will have more of a presence on ESPN, so we're going to be looking for a national brand that's going to promote the series.

“The Busch Series is an extremely strong motorsports property. It's a significant opportunity for a company to gain $100 million in brand exposure. It's a unique situation, because the company is literally branded to the sport.”

source - sportbusiness.com