The sponsor is the identifying factor in automobile racing and is viewed as the key element within the sport itself. The sponsor takes preference because of this official status and becomes an actual member of the team.

The most interactive of any team sport, each week, each team competes on the same track at the same time. Unlike other sports that compete one on one, each team competes with equally shared celebrity status between sponsor, athlete, team owners and the cars themselves.

Each team is referred to as the primary sponsor, with each competition team vehicle decaled and painted to the sponsor logo and color. In addition, each driver and team member uniform, each vehicle transporter and business vehicle and each race facility is designed with the sponsor logo and colors.