NASCAR has made the decision that it needs to bring its fans [big and little fans], more into the life of racing. They did this by allowing fans to connect more directly with the drivers and the sponsors by giving the computer access to talk to each other directly. Using Livefyre gives fans the feelings they are one with the whole process. NASCAR plans more of this type of action to increase the love of their products.

Read the full article here:
How NASCAR Uses Relationship Marketing – Forbes