The study by the Center for Sports Sponsorship at James Madison University said this was the case among 56 per cent of fans, making NASCAR's fan loyalty among the highest in all sport.
NASCAR's younger drivers also can reach key demographics. According to NASCAR and a 2004 ESPN Sports Poll, 34 per cent of Nextel Cup fans are between 18 and 34-years-old.
Also, 41 per cent of NASCAR fans earn at least $50,000. The hope is that, as that group ages and makes more money, it will already be entrenched in NASCAR and products related to the sport.
Meanwhile, Sports Illustrated estimated last July that driver Dale Earnhardt Jr. had endorsement deals worth $20million. Jeff Gordon was next at $15million.
