Report: Subway to replace Stewart with Edwards
by Michael Smith, Sporting News NASCAR Wire Service, Special to FOXSports.com
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Subway is expected to be the primary sponsor for Edwards' No. 99 Ford in three Sprint Cup races next year and sign him to a personal-services agreement to use him in its advertising. The three-race primary sponsorship will run Subway about $2.25 million. Terms on the personal services agreement were not available.
Edwards could end up replacing driver Tony Stewart, who has pitched for Subway since late 2006, and whose contract with the brand ends this year. Stewart has been prominent in Subway's advertising, but it is uncertain whether the company will continue with that relationship.
Edwards, called the "fittest man in NASCAR" last year by "Men's Fitness" magazine, is thought to be more compatible with Subway's health-conscious message.
"Carl is such a great fit for Subway. That's exactly what they want, a healthy guy eating Subway," said Jan McCormick Jr., director of motorsports for Wasserman Media Group. "If you look at QSRs (quick-service restaurants), the whole industry is leaning toward the more active lifestyle."
Subway went to Aflac, Edwards' primary sponsor on the No. 99 car beginning in 2009, to broker the deal. Aflac is replacing Office Depot as Edwards' chief sponsor in a three-year deal with Roush Fenway Racing that is worth $26 million a year. But Aflac is working with its agency, Career Sports & Entertainment, Atlanta, to sell off a portion of those races.
Aflac has been negotiating with U.S. Army to take anywhere from nine to 12 races. Those go for about $750,000 a race, sources say.
One of Subway's three races with Edwards is expected to be the Subway Fresh Fit 500 at Phoenix next spring. Subway will be an associate sponsor on the No. 99 car the rest of the season.
The deal comes as Stewart is leaving Joe Gibbs Racing to start Stewart-Haas Racing and drive the No. 14 Chevrolet sponsored by Office Depot. Stewart Haas will field two cars next year, the No. 14 and No. 39, and sources say Stewart has been negotiating with Burger King for the No. 39 car, which will be driven by Ryan Newman.
A Burger King deal would create a category conflict with Subway, in which case Subway would not renew with Stewart, sources said.
Edwards joins Subway's extensive roster of athlete endorsers, which includes Reggie Bush, Ryan Howard and John Cena.
Subway ranked 24th in sports TV advertising last year (up from 28th in 2006), according to Nielsen Media Research, spending $54.4 million in that category. That represented about a quarter of its overall TV spending.
Michael Smith is a reporter with SportsBusiness Journal.
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