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NASCAR is a sport in which commerce and athletic competition blend together seamlessly. Fans of NASCAR have a view of sponsorship that is unique and different compared to other professional sports in the USA, leading to extraordinary opportunities for marketers. In today's fragmented media environment, where marketers have to seek branded entertainment to integrate products and messages and 'Tivo-proof' programming in order to be noticed at all, NASCAR stands as the exception. The sport itself -- 43 brands turning 190mph laps in close, thrilling, door-to-door races -- is a form of high-speed branded entertainment. Fans actually like sponsors, embrace their messages and actively and specifically purchase their products and services. This paper documents and explains NASCAR fans' unparalleled awareness and loyalty to sponsors, which leads to changed attitudes and behaviour towards sponsors. It demonstrates how sponsors pick drivers who represent their brand image and objectives, and sheds light on the sport's powerful business-to-business (B2B) platform. In short, it explains how NASCAR effectively sells sponsors' products and services to fans, while creating an environment within which partners of the sport can actively trade with one another. [ABSTRACT FROM AUTHOR]