"I don't know that I would call it smarter. What I would say is, they don't have the traditions of separation of some sponsors that some of the sports do. They are newer and, as a result of being newer, they can do different things."
And that has never been more apparent than in Los Angeles, where NASCAR set up an office in 2000 to try to cash in on sponsorship dollars while marketing its sport and drivers to a new audience.
These days, hardly a race goes by without a Hollywood tie-in. Joe Gibbs Racing has featured a number of movies on its racecar, from Mel Gibson's The Passion of the Christ last year to Madagascar most recently.
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