Subway is completing a deal with #99-Carl Edwards that will make the ultra-fit NASCAR driver a spokesman for the big-spending restaurant chain, industry sources said. Subway is expected to be the primary sponsor for Edwards' #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. Subway went to Aflac, Edwards' primary sponsor on the #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 #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 #14 Chevrolet sponsored by Office Depot. Stewart Haas will field two cars next year, the #14 and #39, and sources say Stewart has been negotiating with Burger King for the #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. Sporting News/SportsBusiness Journal
[Editor's Note: Subway is in negotiations with the IRL to become title sponsor of the IndyCar series. However, just as NASCAR took over ABC/ESPN from the IRL forcing the series to turn to Versus (which will kill their TV ratings), and went to many traditional open wheel tracks and killed the market for open wheel, and stole many of the sponsors from CART's heyday, whenever NASCAR has their fingers in something related to IndyCar racing the IndyCar deal fails.]
