For a small team in NASCAR, finding sponsorship that sticks is like trying to make a snowball by grabbing flakes out of the air. So it has to come as good news to Phoenix Racing that its newest driver, Kurt Busch, will be getting some sponsor love from Tag Heuer Eyewear.
The company already has a personal-services agreement with Busch, which means he wears their product whenever he's out in public and probably poses for a few pictures with some Tag Heuer honchos. Now, its logo will decorate Busch's car for three races: the Bud Shootout (where it'll be the primary sponsor) and the Daytona 500 and Kobalt Tools 400 in Las Vegas, where it will be an associate sponsor.
There was plenty of press-release-speak in the announcement that nobody really said; you know what it was: Tag Heuer is thrilled to be part of NASCAR, Busch is thrilled to have a sponsor, et cetera, et cetera.
One step at a time for Kurt. One step at a time.