There are roughly 30 contingency sponsors, from Raybestos Brakes to EA Sports to Coors Light and just about every other type of business you can think of. Teams that run the stickers on their cars are eligible for the rewards those companies offer after each race.
Just two seasons ago, Kasey Kahne earned more than $200,000 in year-end awards from contingency sponsors. He won that much by winning six poles and leading after the first lap.
"They present money for being the pole winner, leading the most laps, leading at the halfway point, and, of course, winning the race."
NASCAR gives each team a list before the season detailing their desired layout. Goodyear, for example, goes directly over the front tires.
For example the driver that leads the most laps wins the Gatorade Front Runner award and a $10,000 bonus regardless of where he finishes. Sometimes there are awards for drivers that lead specific laps, "hard charger" awards for gaining the most positions, headache awards for having bad luck, etc. These will all affect the final prize money.