I understand the importance of sponsorship to racing, but isn’t it getting a little out of hand?

Here are the first two sentences of the race report on the Formula Atlantic race at Lime Rock Park July 18, 09. Of course, as you’ll see, it ain’t “Formula Atlantic” anymore.

The italics are mine:

“2009 Cooper Tires Presents The Atlantic Championship Powered by Mazda points leader Simona De Silvestro became the winningest woman driver in the 36-year of the series with another dominating performance at Lime Rock Park.

“Driving the No. 78 Stargate Worlds/Maakoa/Cheyenne Mountain Entertainment/FireSky/Cardinal Technologies machine for Team Stargate Worlds, De Silvestro started from the pole position and led every lap en route to a 10.004-second victory over John Edwards.”

And all for exposure in a series that barely garners coverage in oval-crazed America.  Impressive job by Simona, though.