While rivals DirecTV and DISH continue focusing on the viewership side of NASCAR racing (Cfax, 2/16), Comcast has jumped into a driver’s seat as associate sponsor of the No. 66 car for the ’07 season. Designed to raise awareness of the Best Buy/Comcast retail partnership, the sponsorship allows the MSO to display its logo on the car in all events where Best Buy is the car’s primary sponsor, and includes a primary sponsor position for Comcast during 1 event. — Speed is developing with Dale Earnhardt’s JR Motorsports Speed 1 a fleet of race-ready demonstration cars designed to give NASCAR viewers an inside look at vehicle tendencies during races. Drivers Jimmy Spencer and Kenny Wallace will steer the fleet for use on the net’s pre-race telecasts.

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