That's quite a few people,'' said driver Rod Wheeler. For example, the right side of Jeff Gordon's Chevrolet is plastered with more than 40 logos, and fans reportedly go out of their way to buy the sponsors' products. The sponsors are the financial arm of the drivers and owners. The companies aren't limited to financial assistance. Automobile parts suppliers give discounts or equipment.
Sponsors also blanket their logos on the walls of the area's tracks.
Wisconsin International Raceway in Kaukauna has 80 billboards as well as companies sponsoring events. In return, the event sponsor's name is on the 70,000 schedules and a couple thousand posters, and is included in the advertising campaign. Race cars of event sponsors drive around the track during the National Anthem. Everything at the tracks is fair game for sponsors. For example, Household Rentals of Oshkosh sponsor a family section at Sunnyview Speed Zone Raceway in Oshkosh.