The Brand Has Arrived...

fedexcuplove101006.jpgT.J. Auclair has the rivetting details of the Davis Love/HarryDenny Hamlin photo op to plug the PGA Tour's new "FedEx Cup" NASCAR entry.

One of the fastest sports in the world collided with one of the slowest at the Atlanta Motor Speedway on Tuesday to unveil a special FedExCup car, which will be driven here by NASCAR rookie Denny Hamlin in the Bass Pro Shops MBNA 500 on October 29.
So my question to you fans of NASCAR: is this a one-race deal? Or is this going to be a regular Tour sponsorship deal for this car? The article makes it sound as if this is a one-race thing.

But if this is a one-year deal, isn't the price outrageously high?

Please, help me resolve this vital branding matter.