ESPN RPM

Talk about your nontraditional auto racing sponsors.

The law firm of Jenkins, Jenkins & Jenkins in La Plata, Md., decided during the winter to become a NASCAR sponsor and now has its name on cars in the Nextel Cup, Busch and Craftsman Truck series.

Frank Jenkins spearheaded the firm's entry into motorsports, thinking it would be a good platform for reaching new clients.

"We get phone calls every day from all over the country," he said. "Anytime you are involved in a legal situation it's pretty unsettling. People want a friend there.

"They see we are involved in stock car racing as a sponsor and feel we have something in common -- a love of racing. So they call to ask us to help."

The firm is an associate sponsor on two Nextel Cup teams, four Busch teams and four Craftsman teams. Bobby Hamilton's truck series win in Atlanta was the first victory for the new sponsor.

"The sponsorships are popular with race fans, and there is a lot of excitement in our office and with our clients," Jenkins said. "We're in motorsports to get our name out there, to receive brand recognition and to let NASCAR fans know we are as big a fan as they are."

Jenkins and his brother, Louis P. Jenkins, Jr., are partners in the law firm established 50 years ago by their father. The company handles personal injury claims as well as contract and business representation, criminal cases and real estate law.

Copyright 2004 by The Associated Press