More and more sponsors are being lured to NASCAR by the tremendous fan following the sport has. Even in this tumultuous economy, NASCAR’s fan base remains strong and is tempting to companies and products looking to expand into new demographics.

A few days ago it was announced that a United States Senate candidate from Florida, Kendrick Meek, has signed on to sponsor Mike Wallace’s No. 1 car in the NASCAR Nationwide season opener at Daytona on February 13th.

"I'm thrilled to sponsor the race car driven by Mike Wallace, a member of one of America's top racing families. The NASCAR Nation experience is a family affair, and my family will be together on pit road cheering Mike onto victory in Daytona," Meek said in a release. "NASCAR has deep roots in Florida, and the NASCAR family is hurting right now, as are Florida families. I'm running for the Senate to get Florida's economy working again for the NASCAR Nation and all families throughout this state."

Kendrick is also hosting an online contest through his website, www.KendrickMeek.com, with the winner getting a pit pass to attend the race with Meek and his family.

Another new sponsor in the sport is Kim Kardashian. The famous model, actress and entrepreneur will launch her personal fragrance on Valentine’s Day and will sponsor the No. 36 Chevrolet for Tommy Baldwin Racing during the Shelby American NASCAR Sprint Cup Series race at Las Vegas on February 28th.

“I’m really looking forward to this partnership with Tommy Baldwin Racing and the opportunity to experience the exciting world of NASCAR up close,” Kardashian said.  “It’s going to be truly amazing to see our car out there competing and exposing my new fragrance to millions of racing fans.”

From perfume to politicians, NASCAR sponsorship is a brilliant idea for companies to open themselves up to new demographics.

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