Could NASCAR be dropping the 'Cup Series' moniker in 2017 and beyond?

Is the era of the Cup Series over?

According to a Sports Business Daily report, NASCAR has approached potential sponsors for the now-former Sprint Cup Series by referring to the top level as the “premier series.” NASCAR’s No. 1 series has been referred to as the Cup Series since 1971 when Winston became the series’ title sponsor.

The word “Cup” stayed in the name when Nextel took over for Winston after the 2003 season. Sprint’s final year as the Cup Series sponsor was 2016 and the sanctioning body has not announced a new title sponsor for 2017 and beyond.

 

From SBD:

In at least some sales pitches, NASCAR has referred to the Cup Series as its “premier series” with no reference to the word “Cup,“ which would represent a notable brand change if it comes to fruition. Whether NASCAR had pitched any companies on a deal that would keep “Cup” included was unclear.

NASCAR declined comment to SBD. In a likely not-so-coincidental occurrence, JTG-Daugherty Racing referred to the Cup Series as the “premier series” multiple times in its release about signing Chris Buescher for a second car in 2017. Though Roush Fenway Racing referred to the top level as the “Cup Series” in its release Tuesday.

Dropping the “Cup” from the Cup Series sponsorship would help make a potential Monster Energy sponsorship more palatable. The energy drink company has been mentioned as a possible replacement for Sprint and as we’ve noted before, the “Monster Cup” sounds like something more associated with a fast-food restaurant than a top-level racing series.

But should NASCAR make the word “Cup” negotiable? NASCAR has an older fanbase and much of that fanbase — or at least a very vocal minority — is incredibly nostalgic for the sport’s past. Cutting off one of the last (symbolic) links to the time of Richard Petty and Dale Earnhardt’s championships seems like an easy way to infuriate and easily-infuriated segment of fans.

Maybe NASCAR thinks any short-term outrage is worth the potential long-term benefit$. The Chase was a break in tradition and NASCAR has shown no signs of wavering from the format despite myriad changes since its inception in 2004. There are very few constants in NASCAR’s sea of change.