• Forbes , Wednesday, August 13, 2008 10:15 AM

Since June 1, Microsoft's small business logo has been emblazoned on the rear-quarter panel of Michael Waltrip Racing team's #00 car. The $1 million market-value spot on a Nascar Sprint Cup Series car hasn't cost it a penny. Instead, Microsoft got resellers and small businesses that use its software to pony up the sponsorship cash.

So far, 40 partners have put in about $165,000 on behalf of Microsoft. They don't get to place their logos on the car, however. Under their agreement with Microsoft, they are allowed to put their logos on a mock-up of the #00 car, and they can post that image on their Web site.

Michael Malina of Rainmakers International, the media placement firm that brokered the deal, says the Waltrip team will need at least another 200 sponsors to break even on the space's $1 million market value. Microsoft should be able to lure more. Says Microsoft manager Eric Ligman: "We try to be very clear: It is just promotional images that they're receiving."

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