Nascar has announced that it is seeking sponsorship from technology companies like Apple, Facebook, and Google. NASCAR has about 90 million fans and has been around for over 60 years. Recently they are hoping to incorporate more technology into the sport and they believe it's relevant to add more technology-based sponsorship to the competition.
CEO Brian France explains that:
"We are trying to add technology into the sport in a different way, a smarter way to make us more relevant, more appealing. We're doing that with fuel injection, biofuels, with American ethanol, and so on. We'll do better in the future attracting technology companies."
"...It's not just a branding opportunity, they (technology sponsors) will be able to effect the sport in some unique ways."
CNN money has provided this video of an interview with NASCAR CEO Brian France: