As a marketing vehicle, auto racing is a proven winner. No sport attracts more corporate sponsorship dollars.
Auto racing is regarded as an exciting, glamorous, unique and effective marketing tool.
Auto racing is the number one and fastest growing spectator sport in the United States with over 80 million fans attending events each year. The percentage of television sports viewers per household watching auto racing is virtually tied with NFL regular season football, and higher than all other television sports except NFL playoffs and college football bowl games. That's why more companies invest in auto racing for sports sponsorship - more than pro teams, golf or tennis. There is no other sport like auto racing that provides the corporate sponsor with so many different ways to merchandise and market its racing association. The role of the corporate sponsor has long been recognized in auto racing as a major and necessary component of the sport.