New sponsors for DEI

Dale Earnhardt Inc. has secured two new sponsors for the 2008 season, Steak-umm and Cub Cadet. Both deals are for mostly associate positions on DEI cars but also involve primary positions in select Sprint Cup races. Terms of the deals were not available. Steak-umm's sponsorship will involve a full season of associate sponsorship on Mark Martin's #8 Chevy, as well as a primary for the June Pocono race. In May, Steak-umm will be the primary sponsor on DEI's #01 Chevy driven by Regan Smith at Richmond. Cub Cadet, which also has status as NASCAR's official outdoor power equipment, has bought associate space on Martin Truex Jr.'s #1 Chevy with a primary planned for the Chicagoland race in July. Charlotte-based Camp Strategy represented Cub Cadet. There's also a business-to-business component, which involves Bass Pro Shops, the year long primary on Truex's car, possibly selling Cub Cadet equipment in its stores. Sporting News/Street & Smith's SportsBusiness Journal