It's no secret. NASCAR is already hot. Numerous high-profilesponsors have discovered the sport has an intensely loyal and --thanks to an increasingly high profile presence on television --growing fan base that is an ideal target for many types ofadvertisers.
But months ago, Wally Hayward, CEO of Relay Sports and EventMarketing in Chicago, was already looking beyond NASCAR to hook upwith the next big thing in sports sponsorship. And Hayward thinks hehas found it in the somewhat unlikely arenas where rodeo cowboys andbull riders bravely strut their stuff.
"Rodeo and bull-riding fans are passionate about those sports, andthe audiences are as All-American as they come," …
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