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  • Race Car Driver Danica's Big Weekend

    The Indy 500 runs on Sunday, and then there is the Coca-Cola 600 at the Charlotte Motor Speedway, where Nascar driver Danica Patrick will be racing. Patrick discusses how she prepares for a long race.

  • The three-generation Honda Formula One cars, (front to rear)1965 Honda RA272, 1988 McLaren Honda MP4/4 and 2006 Honda RA106.

    Honda is returning to Formula One, confirming that it will renew its partnership with McLaren and supply the British team's engines from 2015. The Financial Times reports.

  • The three-generation Honda Formula One cars, (front to rear)1965 Honda RA272, 1988 McLaren Honda MP4/4 and 2006 Honda RA106.

    CNBC's Tokyo bureau chief Kaori Enjoji delivers the latest on Honda's decision to renew its partnership with racing giant McLaren and re-enter the world of Formula One.

  • With the average price of collectible Ferraris up more than 70 percent, this weekend's auction of vintage GT and GTOs is drawing attention.

  • A Maserati Gran Turismo automobile, produced by Fiat SpA, sits on display during the second press day of the Geneva International Motor Show in Geneva, Switzerland, on Wednesday, March 7, 2012.

    Italian carmaker Fiat. is investing 1.2 billion euros in luxury brand Maserati, hoping technology and dealerships from its tie-up with Chrysler will help it to take on German rivals BMW and Porsche.

  • Ferrari's Fastest-Ever F12 Nabs $1.1 Million for Storm Victims

    A Ferrari F12 Berlinetta sold for $1.125 million over the weekend, with the proceeds going to Hurricane Sandy charity.

  • Dale Earnhardt Jr.

    In the sports marketing world, there's never been someone like Junior, who, no matter what he does gets the kind of fan support that he does. It would be one thing if he had characteristics that allowed him to transcend outside the racing world, but he doesn't.

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    Since 2006, I have been telling you who is going to win the title. Since that time, I have had the champion on my list all six times.

  • Willis "Wink" Hartman

    Willis "Wink" Hartman, a millionaire Kansas oilman and serial philanthropist, helped turn an Indy racing team around.

  • Nascar

    On Thursday, an amendment attached to the $608 billion defense bill that prohibits every sports sponsorship from the U.S. military, was passed by the House Appropriations Committee.

  • Big XII Conference

    The University of Missouri said it could earn as much as $12 million more per year from an new TV deal in the Southeastern Conference, compared to the deal it had in the Big 12.

  • Jeremy Lin

    With the last game of the regular season tonight, the NBA released its traditional jersey sales rankings on Thursday morning, based on sales at its online store and its temporary store in Manhattan.

  • Lola racecar

    The open-cockpit Lola SP/300R, capable of a top speed of 180 miles per hour, is specifically designed for the nonprofessional road racer — one who has $125,000 to spend on weekend fun.

  • Tiger Woods holds the trophy after winning the Arnold Palmer Invitational presented by MasterCard at the Bay Hill Club and Lodge.

    In the days after life started unraveling for Tiger Woods, it was hard to ever see the light. Hard to believe that he didn't alienate the masses. Hard to believe that he'd ever be marketable again.

  • Nascar

    With the enduring economic downturn forcing several race car teams to downscale their operations, merge or fold, the industry is adapting its sponsorship model to include new and smaller corporate sponsors.

  • brady_tom_100410_2_200.jpg

    Tom Brady and Tim Tebow are plenty marketable. But the two quarterbacks have two prominent deals that aren't exactly in slam-dunk endorsement categories: men's shoes and underwear.

  • Direct TV Auto

    For $3,995, Firestone's company will provide you with the equipment -- a dish and receiver -- and DirecTV is only $6 more a month if you are already a DirecTV spacersubscriber. The programming you get in your car mirrors what you get in your house.

  • Chris Paul

    On Thursday night, word swirled around the Twitterverse that Chris Paul could be on his way to the Lakers in a trade with the Rockets and the Hornets. At best, the Hornets get a couple of starters and a draft pick. At worst? An all out PR disaster for the league within minutes of ratifying its 10-year Collective Bargaining Agreement with the players.

  • Jason Kidd #2 of the Dallas Mavericks drives against LeBron James #6 of the Miami Heat in Game Six of the 2011 NBA Finals.

    Basketball's  labor-management battle costs dearly, Nike puts its stamp on the NFL merchandizing and a sponsorship goes to a new level.

  • On Oct. 31, 2011, the world was blindsided by the news that reality TV star Kim Kardashian was divorcing her husband, National Basketball Association star Kris Humphries. The couple had married on Aug. 20, 2011 in a storybook wedding worth . A mere 72 days later, however, Kardashian had filed for divorce, citing irreconcilable differences.Fortunately, the couple had a prenuptial agreement in place, so each party is likely to walk away from the union with their finances intact. This puts Humphrie

    However long they were married, the price of breaking the contract was huge -- sometimes even reached nine figures.