Not surprisingly, this year's Bill France Award of Excellence went to NASCAR title sponsor Nextel Communications, Inc. The award is presented to a person, corporation or organization that has made outstanding contributions to the growth of NASCAR's flagship division.
Indications are that Nextel is happy with their first year sponsorship of the NASCAR Cup series. They signed up 29 million new customers in 2004 and the average new customer spends upwards of $500 per year on cell phone expenses. You do the math.