For over three decades, NASCAR's top auto-racing series was sponsored by a cigarette company. Free packs of Winston smokes were handed out at racetracks. Fans wore shirts and flew banners that promoted the potentially deadly habit. Times have changed. NASCAR's marketing strategy now includes a host of anti-smoking sponsorships and promotions designed to help NASCAR fans kick the habit.

A change took place back in 2003 when phone giant Nextel replaced R.J. Reynolds as a key NASCAR sponsor. Since then, tobacco companies have found waning support from television's second-highest rated sport. Steep government regulations, in conjunction with ubiquitous anti-smoking campaigns and shifting consumer attitudes, have forced the racing association to distance itself from cigarette products.

For viewers of NASCAR events, the association's newly-found health kick will be quite visible. Nicorette anti-smoke chewing gum is a prominent sponsor of this year's Nextel Cup car driven by Casey Mears. In addition, NASCAR legend Richard Petty will be leading a season-long Nicorette promotion featuring five fans that have joined Petty's "Quitting Crew" in an attempt to stop smoking. NASCAR viewers can follow the week-to-week drama of these dissatisfied smokers by reading their personal blogs online at Quit.com. For a reward, successful quitters will receive expert driving instruction from Richard Petty and experience the thrill of driving on a professional racetrack.