• MSNBC/AP, Thursday, June 14, 2007 10:45 AM

Race car driver Dale Earnhardt says Budweiser is "funner than hell," but his decision to walk away from the No. 8 Budweiser Chevrolet throws into question a nearly decade-long partnership -- one of the most recognizable corporate sponsorships in the sporting world. Earnhardt's move suggests that the field is open for other companies to swoop in and put their tag on his car, now that he has joined Hendrick Motorsports.

Tony Ponturo, A-B's vice president of global media and sports marketing, says the company isn't prepared to let Earnhardt slip away too easily. "We look forward to exploring options ... to continue Budweiser's relationship with him," Ponturo writes in an email.

If Anheuser-Busch loses Earnhardt's contract, it could affect the brewer's overall marketing plan, says Benj Steinman, publisher of Beer Marketer's Insights. A-B still holds massive sponsorship contracts with high-profile events, such as the Super Bowl. But Earnhardt is a particularly profitable athlete to sponsor because many of his fans are beer drinkers.

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