[Rich Biebel]

Marketing......period.

Same as NASCAR.....Danica Patrick.....

Promote a good looking woman in a male dominated sport. Gets the ladies interested.....hopefully brings in more sales and interest.

Or how about promoting some dude that will do anything/drive anything/ jump off anything....
Travis Pastrana.....attract the younger crowd.....

Without the Force Circus.........NHRA has almost no show anymore....