Because motorsports, in the words of an Advertising Age reporter, "has made the most of an advertiser's desire to ride with a winner."

Here's why:

• Motorsports is one of the most well established forms of sports marketing. Sponsors have used racecars as "rolling billboards" for nearly 40 years.
• Most motorsport series are conducted on a circuit of tracks located throughout the country, giving sponsors exposure to a number of regions.
• Motorsports is one of the most-attended spectator sports in America and attendance rises every year. Because the race series starts in late winter and ends in late fall, sponsors benefit from nearly year-round exposure.
• Motorsports is the most popular spectator sport in the world. Nearly one billion people watched televised motorsport events in 1999.
• Racecars offer an exciting advertising environment and can enhance corporate image by conveying competitiveness, distinction, and ingenuity.
• Motorsport is the fastest growing sport in the world. By displaying a racecar in shopping malls or by hosting a driver appearance at trade functions, a sponsor can draw a crowd days before an actual event.
• In short, only creativity and imagination limit the exposure outlets available through motorsports.