Daytona, FL - For those of you who traditionally label NASCAR as a haven for good 'ol southern country boys, welcome to the new age.

You should have noticed by now that The National Association for Stock Car Auto Racing (NASCAR) is making a concerted effort to connect with the Black community, and they are starting with Black youth.

Several commercials featuring NASCAR sensation Dale Earnhardt, Jr. and rap/hip-hop artist T.I., continue to receive enthusiastic reviews. The popular ad spots bring together Chevrolet, NASCAR, and Hip-Hop in a funky mix of cultures with a focus on celebrating the Chevy Impala SS, which is coming to NASCAR soon.

One commercial has T.I. participating in a NASCAR race and moving at a ridiculously slow speed. He later trades Chevy's with Earnhardt who pushes a road-model Chevy Impala to its limits. The ad, and others like it, are designed to inspire a new connection between NASCAR and a diverse audience.

On the community front, NASCAR recently announced plans to continue its at-track diversity mentorship program throughout the 2007 racing season. The program, which was developed in 2006, gives two minority college students in nine different race markets an in-depth look at the business side of the NASCAR industry.

"The mentorship program was a great success in its first season, and we look forward to continuing to educate new audiences about NASCAR," said Marcus Jadotte, NASCAR managing director of public affairs, who oversees the diversity department. "The program is a complement to our diversity internship program and offers minority students across the country the opportunity to get a hands-on look at NASCAR and learn about the various elements of the sport."

NASCAR is the #1 spectator sport in the U.S., holding 17 of the top 20 attended sporting events. It also rates 2nd as the regular-season sport on television with broadcasts in over 150 countries, and has 75 million fans that purchase over $2 billion in annual licensed products.

"For the past four years, Clark Atlanta University has established a close rapport with NASCAR through permanent placement of our graduates, internships and participation in the mentorship program," said Ernita Hemmitt, director of career planning and placement center at Clark Atlanta University. "NASCAR has been able to heighten the Clark Atlanta University student awareness of career opportunities in the sport by hosting NASCAR College Tour days on campus as well as seeking Clark Atlanta University students to participate in NASCAR mentorship programs at Atlanta Motor Speedway. Through NASCAR's commitment to involve Clark Atlanta University students in various aspects of the industry, our students have demonstrated an increased awareness and interest in pursuing career opportunities within the NASCAR industry."

In addition to its mentorship program, NASCAR has several off-track diversity initiatives, including an annual diversity internship program, diversity scholarship awards in tribute to NASCAR legend Wendell Scott and a college tour that visits Historically Black Colleges and Universities.

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