In the bleachers now, one is more likely to find young couples or families who travel to the track in minivans to cheer their favorite drivers. On the track, mixed in with the bright colors of familiar race car sponsors like Valvoline and DuPont, are a few of the biggest names in trucking Yellow Freight System and Schneider National are examples. These trucking giants and others in the industry have embraced the changing face of Nascar. They place their labels on racing cars and sponsor racing teams. Some trucking companies are finding that racetracks can be a fast way to market transportation products and services.
Races also offer opportunities to recruit scarce drivers and interact with customers.
Plus, the colors of Yellow and Schneider are virtually unmistakable trademarks to fans and potential customers who travel the roads. Kan. Yellow is among a growing number of trucking companies putting their logos on the hoods of stock cars. Mo. The company expanded its involvement in Nascar by forming Team Yellow Racing in 1998. Chevrolet Monte Carlo for at least 20 Busch Grand National Series events during the 1999 and 2000 seasons. The Emerald racing team was started in 1998 with Yellow as its primary sponsor.