NASCAR has become a haven for some of America's biggest corporations to reach their customer base and participate in America's new pastime. Take for example, Waste Management, one of the newest companies to throw their hat into the sponsorship ringwith their support of fan favorite Sterling Marlin. Waste Management is in the trash and recycling business. NASCAR fans create trash--and the amount of cans and bottles at tracks after a race could fund a small nation if recycled. Will Waste Management want to race their truck against UPS and Dale Jarrett? I can see the commercial now...

While it may not be as big a day for the advertising world as the Super Bowl, for NASCAR fans it is likely even bigger. With commercials that are specially created to speak to the NASCAR fan(read cars, racing, fuel, drivers, rock music), creative departments at major corporations including Budweiser, Home Depot, Chevy, and Pepsi working overtime. Now fans can catch the commercials they missed on the way to the restroom or fridge on NASCAR.com at the Commercial Showcase. Bring those ads back one more time!

Apple's iPod is one of the hottest consumer electronics products in recent memory and NASCAR is one of the most popular sports in the world. So it only seems natural that the two would make sweet music--I mean video--together by offering highlights and behind the scenes coverage of races. So now if you miss the big race for church or a day out with your family (or are just too tired from Saturday night partying), you can download NASCAR content onto your iPod and not miss a wreck or a victory lap.

When they launched the Fusion in the fall of 2005, Ford was very pleased with sales results and industry reviews. But like a shot in the arm, Ford got exposure that any company could only dream of--the debut of eight Ford Fusions at the Daytona 500. With Elliot Sadler's car coming in a very respectable 4th, Ford hopes that continued exposure on the track will translate to increased sales off the track.

Following other TV shows, movies, records and anything else that can benefit from millions of impressions promoting your product, HBO's hit show The Sopranos will be part of Clint Boyer's #7 car at the Las Vegas Motor Speedway. Is there any more appropriate venue for The Sopranos to make its NASCAR debut? (At least until NJ or NY get a track...)

Mark Martin, the veteran driver long associated with his sponsor Viagra in the number 6 Ford now has a new sponsor. AAA, known to most as the people to call when your car breaks down or you need a road map for your next trip, has ponied up the big bucks to be the primary sponsor for Mark Martin's new #6 Ford Fusion. New model of car, new sponsor--could it be Martin and AAA's year?

It was only a matter of time beforepollsters incorporate NASCAR into their questionnaires to determine political views in not so subtle ways. With NASCAR fans holding similar views on several subjects of interest (guns, military, family, etc.), asking a loaded question like "Do you consider yourself a NASCAR fan?" can give important insight (if not a bit generalized since there ARE 75 million fans) into the political psyche of an individual. Also included in the survey is information about whether the individual shops at Wal-Mart. What next? How often do you shave? Have you ever owned a moped?

When you are one of the biggest in your industry, it stands to reason that you can make the most of your position to get a leg up on the competition. And when your business fits with America's #1 sport, it makes sense to combine your business with NASCAR's, which is just what Freightliner has done. As the official hauler of NASCAR, Freightliner will additionally sponsor several drivers individually and will also sponsor a pre-race competition called The Freightliner Run Smart Hauler Challenge.

In case you are not able to make it to the track on Sunday, you can still have the official burger of NASCAR--albeit it a frozen version. If you live in the south near a Food Lion, look for the frozen treats in the Spring. If you live in the west, maybe you can order them online and have them shipped to you in time for the first lap!

While drinking and driving is lore often associated with the early days of NASCAR and moonshine running, the sport shows that any rumors are a thing of the past. Linking up with Jack Daniels', the ad warns people against exceeding their own drinking limits and directs them to the site www.b4udrink.org. For the record, the Jack Daniels car is driven by Clint Bowyer...

With a lock on some of the brightest young talent in NASCAR, Gilette's 2006 ad campaign Jamie McMurray and Carl Edwards. Their ads run almost non-stop on race day, so odds are that Edwards and McMurrary will become even more of a household name and image to NASCAR fans across the US. Odds are that the Young Guns will be hawking the new Fusion razor--wonder if there will be a racing-red color treatment like the Mach 3?

In the Catch-22 world of NASCAR sponsorship, drivers have to make a decision on how best to please their sponsors who are footing the bills for them to race, while also maintaining their other relationships with friends and family and keeping in good health. Kasey Khane muses that taking on too many opportunities last year as NASCAR's boy wonder might have taken a toll on his performance on the track. Useful reading for sponsors, potential sponsors, and drivers alike.

Known as an incredible young talent and the driver of the 99 car, Carl Edwards can now add a new line to his resume: actor. With his debut, including a speaking line, in the hit Fox show "24", Edwards can fall back on a career in acting after his long career in NASCAR is over. Maybe he will be the Fred Thompson of the NASCAR set. Does this mean we can expect Keifer Sutherland to make a pit stop at a NASCAR race?

Nothing should surprise readers of RPM--NASCAR now has a scent for the male racing fan in your life. Produced by cosmetics giant Elizabeth Arden, the scent will be released in time for the running of the Daytona 500 and will be the first cologne/perfume associated with a sporting event. Not shocking at all that NASCAR is the first to pull that one off...

In a move that is sure to shock those familiar with NASCAR, Tommy Hilfiger clothing has popped up in the merchandise trailers at the Daytona 500. No doubt NASCAR's 75 million fans have something to do with the fashionista selling wares to those attending the Super Bowl of racing. What's next? Victoria's Secret?