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Sports brands playing to a new crowd

Updated: October 3, 2002, 11:02 AM ET
By Darren Rovell | ESPN.com

As Mike Phillips strolled down pit row to take his place for the national anthem, he got stares from the drivers and pit crews. Sure, the saxophone he was clutching might have looked out of place at NASCAR stops such as Richmond International Raceway. But even in a sport that has embraced corporate America more than any other, Phillips was conspicuous for another reason.

"Jeff Gordon looked at me with a crazy sort of look on his face," Phillips recalls. "He's like 'You look like you don't ...

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