Sponsors making '09 year of fan with unique offers (cont'd)

His name will be incorporated into all official race logos, used for thousands of pieces of merchandise and recognized by NASCAR's broadcast and media partners as the race's official title. Additionally, he will take part in pre-race festivities and help present the trophy to the race winner in Victory Lane.

In a lighter vein, M&M's is auditioning "The Most Colorful Fan of NASCAR" by asking for fan photos demonstrating their passion. Weekly winners -- determined by a fan vote -- will earn prizes including Visa gift cards and NASCAR.COM Superstore gift certificates. This summer, 24 finalists will enter a "Chase Madness" bracket. Fan votes will narrow down the finalists to an eventual champion winning a VIP trip to the Ford 400 in Homestead. For more details, fans can check www.nascar.com/mostcolorfulfan.

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Last weekend in Daytona, the Official NASCAR Members Club culminated their year-long search for the club's version of NASCAR's "Biggest Fan." Julie Geary was awarded $25,000 for a video proving her ultimate fanhood.

Geary's home in Lindenwold, N.J., is a wall-to-wall tribute to NASCAR. Die-cast cars, train sets, banners, photos, magazine covers, virtually any and all NASCAR paraphernalia imaginable fills the house. There's "Earnhardt Village" and a section of cars with special paint schemes. A NASCAR Christmas tree stands all year long. Even the above-ground pool in the backyard is covered with car numbers and colorful sponsor logos.

The contest allows fans to post up to five videos, while viewing and rating others. "We wanted to take advantage of the power of the Internet as well as the viral power of NASCAR fans coast to coast," said Larry Griffiths, senior vice president of the ONMC. The 2009 NASCAR "Biggest Fan" contest will launch on March 15 at www.nascarbiggestfan.com.

In transitioning to a new team and a new driver with Tony Stewart and the No. 14 Chevrolet, Office Depot -- the official office products retailer of NASCAR -- is running an online contest at www.officedepotracing.com for fans to win a $14,000 shopping spree with Stewart. The winner better start working out, because Stewart says he plans to race through the store's aisles.

Coors Light, the official beer of NASCAR, has a major promotion tied to the All-Star Race. Fans entering a product code from Coors packaging can win one of 10 VIP trips to Lowe's Motor Speedway. During February and March, fans will see signs for the "Coors Light All-Star Race Experience" in grocery, liquor and convenience stores nationwide.

The season-ending race weekend is the destination for Kraft Foods' "Race to a Million" promotion, offering a shot at a special race experience at Homestead-Miami Speedway, and ultimately a $1 million grand prize. Through September, on www.racetowinamillion.com, fans can select a Roush Fenway Racing driver, including Carl Edwards, Matt Kenseth, Greg Biffle, David Ragan and Jamie McMurray. One fan will be randomly selected from each driver pool to win an ultimate fan experience at the Ford 400. The national promotion is supported on Kraft's Ritz, Nilla wafers, Chicken in a Biskit and Nutter Butter brands.

Coca-Cola, the official soft drink of NASCAR, is partnering with Wendy's for a "Ride with Kyle" sweepstakes running through March. With the purchase of a large combo, fans enter to win by filling in an entry form for a trip, tickets and the grand prize -- a high-speed trip around the track with Kyle Petty.

Sponsor promotions aren't confined to humans. Witness Pedigree's "Luckiest Dog of NASCAR" contest bowing in late April, tied to the brand's first of three appearances on Kyle Busch's No. 18 Toyota. A lucky dog in the best photo chosen will be featured on JGR's car at the fall Sprint Cup race in Phoenix. All registered votes will earn a donation to Pedigree's Dog Adoption Drive, and can win fans instant prizes like gift cards and Pedigree dog food. Check www.nascar.com/pedigreeluckiestdog for more details.

In NASCAR, even the contests for the dogs are better than other sports.