NASCAR to allow hard-liquor sponsorship in 2005.

After an extended review of its sponsorship policies, NASCAR has announced that distilled spirits, (hard liquor) products will be allowed as sponsors from the start of next season.

With major tobacco brands not allowed and any cellular communications rival to Nextel also on the 'no-no' list, NASCAR has been under pressure for some time after Roush Racing originally had its sponsorship deal with Diageo nixed by the governing body.

"We felt the time was right to allow distilled spirits companies into NASCAR," said Mike Helton, President of NASCAR. "Attitudes have changed, and spirits companies have a long record of responsible advertising. Any spirits company involved in NASCAR will have marketing campaigns strongly grounded in responsibility and will follow advertising and marketing guidelines set by NASCAR that are consistent with the Distilled Spirits Council's advertising code.

"Spirits companies are recognized as leaders in responsibility and are encouraging adults who choose to drink, to do so responsibly. We are confident that the spirits companies entering our sport will come to apply that same level of responsibility to their involvement in NASCAR, and will communicate the same responsible marketing and messages that beer companies have exhibited in the sport for the past 25 years," Helton added.

"Additionally, this will provide numerous new sponsorship opportunities to our teams. While the NASCAR industry will benefit across the board, teams will be the primary beneficiaries of this decision in a way that promotes a responsible drinking message consistent with the practices in other Motorsports."

NASCAR's internal review included outreach to advocacy groups such as the National Commission Against Drunk Driving and other experts in the field of alcohol related issues. Additionally, NASCAR reached out to industry groups such as the Distilled Spirits Council of the United States (DISCUS) and The Century Council. NASCAR based its guidelines on the input received from these groups.

The distilled spirits companies participating in NASCAR must agree to comply with the Distilled Spirits Council's "Code of Responsible Practices for Beverage Alcohol Advertising and Marketing" and abide by the Code Review Board's decisions. Each company's marketing activities will be grounded in a responsible behaviour message. A dedicated portion of advertising by spirits companies in NASCAR will be solely focused on encouraging responsible drinking decisions, with all remaining advertising including a responsible behaviour tag.

The decision could clear the way for Diageo to finally put their Crown Royal logos on the #99 Roush Racing Ford while Jack Daniels has also been rumoured as a potential sponsor for either Richard Childress Racing or Robby Gordon's team.

Matt Kenseth's team, which has run Smirnoff Ice branding on several occasions, could switch to Smirnoff Vodka branding for future races.