Budweiser and the Daytona International Speedway, home to the iconic Daytona 500 and other major events, extend and renew their alliance. MORE

The auto racing circuit overhauls its marketing, media and communications departments, seeking enhanced ways to build the sport and interact with fans, consumers. MORE

In what has become a 180-degree business turn, IndyCar and Firestone brand have unveiled a new deal that will run through 2013. MORE

Bridgestone brand Firestone Tires said it would leave the IndyCar series after 2011, which would affect major events, including the Indy 500. MORE

Alliances, activations and more than $200M in sales with companies including Office Depot, 3M, Goodyear and Sunoco have earned Ford a prestigious Nascar B2B honor. MORE

The automaker is putting its pedal to the metal via a marketing and technical alliance with the Red Bull Renault defending world champion F1 racing team. MORE

Although the NFL has not yet approved expanding to an 18-game season, Nascar has joined the NBA in pushing back a key event to avoid possible conflict. MORE

Just in time for the 2011 Daytona 500 comes good news for Nascar and other pillars of auto racing: Marketing spend wil rise for the second consecutive season. MORE

Beginning this season, ALMS action will be carried via a new media and digital alliance on ESPN2, ESPN3.com and ABC. MORE

The division of Phillips-Van Heusen is adding to and enhancing its title sponsorship of Izod IndyRacing via a multi-layered alliance with Penske Racing. MORE

The major auto racing circuits are seeing the average age of their demographics getting older, and execs are taking measures to reverse that trend. MORE

In 2009, action sports icon Ricky Carmichael switched to Nascar, and now comes X Games and motorcross legend Travis Pastrana as the racing circuit seeks new and younger fans. MORE

A three-year full sponsorship deal between Jeff Gordon and AARP will see the Nascar driver navigate courses for cause marketing. MORE

One of Nascar's top drivers signs with Avon to create and market a cologne that is meant to evoke Edwards' "confident attitude." MORE

International Speedway Corp., which operates 13 facilities nationwide, has parted ways with Roger VanDerSnick and initiated plans to cut $20 million. MORE

The Indy Racing League signs Sunoco as its official fuel beginning in 2011, and the company will work with UNICA to promote environmentally friendly ethanol. MORE

To coincide with his induction in to the Nascar Hall of Fame, Wheaties unveiled a limited-edition box featuring the late Dale Earnhardt. MORE

Consumer generated ads, Danica Patrick drive Go Daddy into the 2010 Indy 500. MORE

What appears to be a TV commercial gone bad is actually a TV commercial that could be a smashing success for Jimmie Johnson. MORE

Marketing deals throughout the motorsports category will be up in 2010 versus last year, after dropping 6% in 2009. MORE

Danica Patrick's marketing roster heats up with a Hot Wheels deal. MORE

Danica Patrick, Michael Strahan, Jim Belushi and others are working with Nascar to find a million fans who may be at-risk with pulmonary disease COPD. MORE

Continental Tire expands its alliance with the Grand-Am Racing Series by becoming official tire of the Rolex Sports Car Series. MORE

Ruby Tuesday enters the world of auto racing sponsorships via a deal with Penske Racing and driver Brad Keselowski. MORE

Kellogg's Racing will be on the (break)fast track with Nascar, Aflac in 2010. MORE

Patrick's move into Nascar's Nationwide Series should open up marketing opportunities in a bevy of categories for the uniquely marketable driver. MORE

Peak Motor Oil has signed an extension to continue as the official motor oil of the IRL and will continue to support with ads featuring Danica Patrick. MORE

Racing circuit treads new territory with Continental Tire, which has signed a multi-year deal that includes title sponsorship and tire category exclusivity. MORE

Toyota and Best Western have both signed extension deals to work with Michael Waltrip racing. MORE

Izod puts alliance with the Indy Racing League on the fast track with a multi-year, multi-million dollar sponsorship and marketing deal. MORE

Nascar and marketing partners including Tissot, Coke and Ford are supporting Tweet2Vegas, a promotion tying into the 2009 Champions Week. MORE

The racing circuit has signed a deal with Screenvision to activate marketing efforts in more than 2,400 movie theaters and on 15,000 screens nationwide. MORE

Dale Earnhardt Jr. will be featured in a multi-media campaign from Nationwide in 2010, his second such effort for the insurance company. MORE

At a time when liquor companies are pulling back from sports deals, Diageo's Jeremiah Week vodka is jumping into a an alliance with Nascar's Jamie McMurray. MORE

Danica Patrick is taking her fans for a ride in new promo push with AirTran. MORE

A new event asks consumers to create their own TV spots, with the winning entry to air during a 2010 Nascar Sprint race. MORE

Joey Logano, who on June 28 became at 19 the youngest winner in Nascar Cup history, joins the Gillette Young Guns marketing group. MORE

Drivers Tony Stewart, Kevin Harvick, Jeff Burton, Greg Biffle, Eric Sadler and Denny Hamlin get a taste of Coke Zero humor. MORE

The IndyCar Series championship weekend will have a new title sponsor with Firestone, part of Bridgestone Tires. MORE

The Rahal Letterman Racing team has secured a new lead sponsor and will return to the Indy 500, with driver Oriol Servia at the wheel. MORE

Office Depot has unveiled a promotion offering small businesses the opportunity to get their logo placed on Nascar driver Tony Stewart's car. MORE

A new marketing deal with Sprint's Boost Mobile puts Danica Partrick into rare territory - a woman athlete who earns more than $10 million annually just from endorsements. MORE

The Web site provider will be title sponsor for the Indy 500 on ABC for the third consecutive time and will show a 'racy' TV spot with driver/GoDaddy spokesperson Danica Patrick. MORE

France, the son of Nascar founder Bill France, has been with the company for more than 50 years, the last six as CEO, overseeing such properties as the Daytona International Speedway. MORE

ExxonMobil this month will debut a weekly 30-minute series devoted to motor sports, Mobil 1 The Grid. MORE

IMG Sports & Entertainment has signed John Force Racing to an exclusive, worldwide marketing and representation deal. MORE

Aflac is putting its iconic duck in a pair of humorous TV spots that will air during the 2009 Daytona 500. MORE