NASCAR running into troubles with Busch sponsorship replacement

It seems that what they thought would be an easy deal, isn't so easy.  Talks seemed to have stalled with Subway, the front runner in the search for a new title sponsor of the now, Busch Series. 

In the beginning, NASCAR was talking a $30 million a year deal, but now, the price has dropped.  According to articles, they don't mention a specific amount, but say it's now nearly half of that asking price and that NASCAR is talking to brands that were considered not in the running anymore.  The other sticking point seems to be exclusivity.  Obviously, the lawsuit with AT&T over the sponsorship of the #31 of Jeff Burton in the Cup Series has had an impact and I think that's one of the reasons for the price drop.

Subway was in serious talks with NASCAR about series sponsorship, but exclusivity seems to be an issue here, they want exclusivity for spending all that money, but their brand and industry already has quite a few competitors as sponsors in the series now, Arby's, McDonald's, Jimmy John's and Domino's are already in the series.  If Subway was to make this deal, they would either have to grandfather (like they did in the Cup Series) or just say these teams need to find new sponsors.  No word on what actually happened in the breakdown of talks, but exclusivity was a major part of it and also the way money was spent, one-third of that money was suppose to be spent on ESPN and it's platforms.

Now NASCAR is talking to others that they had talked to earlier, but time is ticking.  The price has dropped, the required amount to spend on ESPN has changed.  NASCAR has currently been revisiting KFC, Dunkin' Donuts and Allstate for possible sponsorship deals and I'm sure has been in contact with others, but according to everything I've read, exclusivity is going to be a sticking point, how much depends on who they go with.

What NASCAR thought would be a fairly simple process has not been as easy as they thought and time is running out.  They still hope to be able to announce a sponsorship deal by the end of the Busch Series season in mid-November, which is not that far off, so these stalled talks did not help.

Your thoughts?