• by Wayne Friedman , August 11, 2005

Discovery Channel announced Wednesday that a new NASCAR-themed reality series, "Driver X: Race for the Ride," will feature three sponsors--AutoZone, Subway, and Yellow Book.

The show will feature contestants looking to become a fully sponsored driver for the high-profile Roush Racing team to compete in the NASCAR Craftsman Truck Series.

Sponsors will be integrated into the series, with logos on racetracks, drivers' uniforms, and race team transporters. The sponsors will also receive specially produced advertising, including commercial spots, promotional billboards, and promotional tune-in promos throughout each episode of the series. Roush Racing is one of the more successful NASCAR teams featuring current Nextel Cup Series champion Kurt Busch, who in a unrelated move, decided to leave Roush Racing yesterday for another NASCAR team, Penske Racing South.