Although I am not a fan of it, racing is a very cost effective way to advertise in the sports world. It also targets specifically to a key demographic. Of course you won't say that now will ya. Notice the company right above SPNG on that car btw??
Ever hear of major league baseball? SPNG is in that as well. You don't think that has helped getting their name out? How many advertise with MLB? Scam? Hardly.