My point is that these small sponsorship deals are pretty much the equivalent of buying some bloodless 30 second TV commercials or some billboards. They serve a purpose, but they are not likely to raise the profile of the sport, get the attention of the marketing people at other large companies or grow the audience by spreading real awareness of the sport. Remember not that long ago when the Goodwrench racing teams were public persona of service at EVERY GM dealership, everybody wanted DJ to drive the big brown truck, every bar had #2 Miller Lite paraphernalia on the wall , Jeff Gordon was THE PUBLIC FACE of one of the largest chemical companies in the world and Dale Jr. was doing national commercials for the biggest beer brand in the country? Those are the kind of things that helped bring the audience AND other major sponsors to the sport, and that just doesn't happen anymore, and it WON'T with sponsors spending $200-400,000 a year and slapping some stickers on the car, in this case, not even the whole car. This is not any way to denigrate Cummins, AND, I'm glad they have the interest to do it at ANY level of commitment, but like I said, this sponsorship model is NOT going to get us where we want to go and need to go.