The National Association for Stock Car Auto Racing is the #1 spectator sport in the United States holding 17 of the top 20 attended sporting events. Studies have shown an extraordinary awareness of corporate sponsors in the sport in terms of consumer accuracy and recall. According to a Madison University study, 51% of the fans agreed that, when they buy a NASCAR sponsors' product, they are contributing to the sport. And more importantly, 47% of fans agreed that they like a sponsor's brand more because it sponsors NASCAR. I think the same thing can happen with the iPhone. Mobile advertisers are writing inexpensive iPhone applications that attract more user interaction than static display ads do. According to Greystripe, users interact with an iPhone ad nearly 14% of the time versus an online banner ad that garners less than 1% interaction. That's an order of magnitude difference. With over 20 million iPhone users; the audience reach has achieved critical mass. AdMob claims over 78 billion global impressions served and the iPhone OS holds over 50% of that total. There is a cool NASCAR Live iPhone application available but I think there is a bigger opportunity. New event marketing sponsorships that bring in consumer experience with big dollar brands via their iPhone device could help fund development and mobile industry growth for the entire category.