In the United States, National Association of Stock
Car Auto Racing (NASCAR) is the largest spectator
sport, has the largest event attendance, and is the
most popular form of automobile racing. NASCAR
generates over $2 billion per year in revenue and
corporate sponsors provide significant financial
investments to the racing teams. According to
NASCARs President, Mike Helton, "NASCAR is a way of
life...It becomes a lifestyle because the fans are so
loyal to whoever their favorite driver and team
are." Fans are also fiercely loyal to the sponsoring
companies of their favorite driver...