The various stickers on a NASCAR car are sponsors who pay to have their product advertised. Fees for this placement will depend on the location of the sticker itself, the size, the number of races that it will be used and the driver themselves. Each car is divided into sections with certain sections considered more prime than others. A small sticker for a single race in one of the top spots can run as high as one million dollars. Designated trademarks are typically carried for an entire season and may be part of the race team name for the duration.