“With Deal, NASCAR Has Chipmaker AMD Inside”Vol. 8 (23) p6 by Darrin Schwarz

NASCAR COO George Payne credits the addition of series sponsor Nextel as the impetus for opening the door to other tech companies, such as Advanced Micro Devices (AMD). Becoming the official technology partner of NASCAR, AMD is committing $20 million over the next four years to improve competition and enhance the safety of participants. The company is attempting to pull in Intel, which has 85 percent of the microprocessor market share, compared with 9 percent for AMD. It seems AMD is expanding its presence in the sports world. Since 2003, the chipmaker has been partners with Lance Armstrong and his pro cycling team in the design of Trek bicycles. Results have been impressive with three Tours De France victories, demonstrating how AMD’s technology can be used as a source of competitive advantage. AMD has a plan for this multiyear agreement where the first year will focus on technology implementation in specific areas of NASCAR. Timing, R&D, and scoring have traditionally been handled in-house but NASCAR has finally acquired a technology specialist that can enhance these aspects. Now, NASCAR may possibly spend more time in other areas such as driver and team publicity or continuing to forget former sponsors such as Winston.