In June Jeff Burton was in the middle of a few strong runs in his Roush Racing #99 Ford. He just had a strong fourth place finish at Dover and word was a deal had been struck for the then unsponsored team to receive primary sponsorship money. The catch was the cash flow would have come from Diageo, the world’s largest liquor maker, including brands Captain Morgan, Crown Royal, Dom Perignon, Gordon’s, Johnnie Walker, Jose Cuervo, Smirnoff, Tanqueray and Seagram’s.

Trying not to piss off one of the top teams in the sport Mike Helton tried to put a happy face on the controversy:

“We’re not making a decision on the sponsor of the 99 car,” Nascar president Mike Helton said of Burton’s car. “Our decision is whether to allow spirits in the sport. We’re still of some opinion that spirits should not be allowed in the sport.”

In other words, nothing personel boys - but go to hell NASCAR tradition is of more importence.

Three days later a final determination was made, no producers of distilled spirits would be allowed:

“Although we understand the sponsorship situation with the No. 99 entry, it is very unlikely at this time that we would change such a long-standing policy for this instance,” NASCAR president Mike Helton told The Associated Press on Friday.

Fast forward five months and NASCAR's "long-standing policy" no longer matters. Slipped under the media avalanche of stories on the hotly contested Chase is this AP story that outlines an about face by NASCAR:

NASCAR returned to its roots Wednesday by lifting a ban on liquor ads on cars, opening the door for teams to be sponsored next season by distilled spirits.

"We felt the time was right," NASCAR president Mike Helton said. "Attitudes have changed, and spirits companies have a long record of responsible advertising."

Little consolation for Jeff Burton who has sinced moved on to another team [#30 RCR AOL car], predicated by having a larger contract than his replacement and the then loss of a major sponsor for the #99.

So why the change of heart now? It appears like NASCAR did what all large slow moving bureaucracies do, they researched trends in consumer attitudes and sought other organizations to use as fall guys in case of any future problems. They asked and received the OK from the National Commission Against Drunk Driving and industry groups such as the Distilled Spirits Council of the United States.

To Diageo's credit they immediately announced that it will sponsor a team next season. Which only proves, despite the shabby treatment they received, Diageo's belief in the power of NASCAR as an advertising vehicle.

Better late than never, I guess. And liquor is quicker!

UPDATE: John Davidson of Fast Machines has posted a transcript of Helton's press conference announcing the new sponsorship agreement.

Cross posted @ Full Throttle