It not about to stop soon. Both Penske and Roush have already announced deals for 2002. At this rate, we will only be seeing a couple current veterans on the track in 5 years. The level of competition has risen to the extent every team is good. To rise above the rest takes an enormous amount of money.
Top teams get a great deal of exposure in the media and big companies have noticed.
Enough coverage makes it cost effective to sponsor a car for big bucks rather than buy commercials. They are looking for teams that qualify well, run in the front and win. The car gets shown a lot during the broadcast of the race, with lots of interviews with everyone connected with the team, including weekly TV and radio programs. Car owners are making these teams a part of a profit making empire of businesses. To do so, they have to get to the top and are looking for these young drivers to help get them there in a hurry.