“Finally!”

That’s what Boris Said exclaimed upon exiting his car – victorious – after Sunday’s Nationwide race in Montreal. Said’s #09 edged the #33 driven by Max Papis at the finish of what was truly the more entertaining of the 2010 Nationwide races. It was also Said’s first victory in NASCAR’s second series.

Said-heads were jubilant after the win, however, the stately Boris was humble in victory. When asked how he held off so many of those competitors he “trained” over the years, Said simply said it was a good win, and he was grateful to be part of a solid team.

Classy Boris. Many in the series could learn from you.

Speaking of Nationwide…

An article in USA Today on-line last week reports the Nationwide Insurance Company is very pleased with its sponsorship of NASCAR’s second series. The article states in part -

“After Anheuser-Busch's 25-year run, Nationwide took over the series' entitlement in 2008. Among its positive results with NASCAR fans:

• The company has seen consumer awareness increase by more than 50%.

• Qualified leads last year were 183% above the goal and are projected to double this year. Policies purchased by NASCAR fans also are ahead of goals.

• The company also has profited from business-to-business relationships, adding 19 teams, two suppliers and two tracks last year and eight more teams and companies this year.

Jim Lyski, Nationwide’s chief marketing officer says the company expected fans' loyalty but was surprised "they're a higher-value consumer. They tend to buy more than one product. They tend to be more responsible, meaning less claims. Those things are huge profit drivers for an insurance company."

Yes, sponsorship of racing, and in particular NASCAR, works!