Newell Rubbermaid representatives met with car owner Jack Roush and Busch to express displeasure with the 25-year-old driver for his words and actions in his latest scrape with Spencer.
``We will be taking an active role with Roush Racing in helping Kurt get guidance and working closely in developing a mentoring program,'' Eric Pinkham, director of marketing for Atlanta-based Newell Rubbermaid, said Thursday.
Pinkham said the program would consist of media training, regularly scheduled meetings between Busch and his Roush Racing teammates and other veteran competitors so Busch ``can learn from their years of racing experience, both on and off the track.''
``Kurt is a phenomenal driver with a lot of passion for the sport and has a great career ahead of him,'' said Pinkham, adding that Newell Rubbermaid will continue to support the No. 97 Ford.
Busch has become NASCAR's newest villain since Spencer punched him in the face two weeks ago after a race in Michigan. The two have a long-running feud, and bumped earlier on the track.
It was later revealed, through tapes of radio chatter between Busch and his crew, that Busch intentionally tried to flatten Spencer's bumper during the race.
In the garage after, the in-car camera showed that Busch egged Spencer on, perhaps provoking Spencer to punch him as Busch sat inside the car. Busch suffered a bloodied nose and chipped tooth and was placed on probation for the rest of the year.
Spencer was suspended from last week's race at Bristol Motor Speedway which Busch won and was fined $25,000 and also placed on probation.
Busch was heartily booed at Bristol, and clearly drained by the reception he had received since the Spencer punch and the negative attention it had brought him.
He again apologized Thursday and vowed not to embarrass his sponsor again.
``I know very well that words are cheap and that my sincerity and commitment will be judged by what I do in the weeks and months ahead,'' he said. ``I am going to work very hard with the help of my sponsors, Roush and my teammates to live up to the promises I am making today. I truly hope all racing fans will support me as well.''
Newell Rubbermaid is the second sponsor to sanction its driver after bad behavior. Home Depot fined Tony Stewart $50,000 last year after he punched a photographer following a race.
Rubbermaid and Sharpie have been Busch's primary sponsors since his rookie year in 2001. He has won eight races for them and is currently sixth in the Winston Cup points standings.
Roush said his organization would immediately begin working with Busch for the second time. Busch was sent to training seminars last winter after a handful of on-track and off-track outbursts.
``Kurt has the potential to be one of the best,'' Roush said. ``We will work with Kurt to improve his relationship with the fans, the media and his competitors. There is a lot to be done, but I know Kurt will step up and put his best foot forward.''
http://accesswdun.com/article/2003/8/173921