Is AT&T ready to hang up on NASCAR?

Hold the phone. AT&T has not given up on NASCAR, despite its agreement to exit the Sprint Cup Series at the end of the 2008 season, sources told SportsBusiness Journal.

The telecommunications turf war that raged throughout much of 2007 between AT&T and series sponsor Sprint supposedly was settled last September with an agreement — mediated by NASCAR — that allowed AT&T to keep its marks on Jeff Burton's No. 31 car. In exchange, AT&T agreed to leave Sprint Cup, NASCAR's top series, after the 2008 season.

But that hasn't stopped team owner Richard Childress from lobbying NASCAR to keep AT&T in Cup racing, sources say, and Sprint's continuing financial woes are only adding to the sense that AT&T's sponsorship might not be dead yet.

Also, AT&T is in the first year of a three-year contract with Richard Childress Racing to sponsor the No. 31 car, and there are no exit provisions or refunds for AT&T in the deal, sources said, which obligates AT&T for the sponsorship fee through the 2010 season. AT&T agreed to the deal last June before the settlement was reached with NASCAR and Sprint in September. The deal between AT&T and Childress did not require NASCAR's approval.

If it eventually leaves, AT&T has said it will work with Childress to find new sponsorship. AT&T's annual costs for the sponsorship are believed to be $16 million to $18 million.

RCR officials said they've had no formal talks with AT&T about its plans beyond this season and offered no further comment. NASCAR reiterated that the door is not open for AT&T's return.

"Nothing has changed," said Ramsey Poston, NASCAR's managing director of communications. "The fans certainly don't want to hear any more of this. This is a closed issue. Agreements were made, and we expect all sides to live up to them." More at Scenedaily.com