During the past decade, the sport of auto racing has increased in popularity worldwide, making it one of the most popular sports in the world. This increase in popularity has brought about a major change in the makeup of the typical racing fan. Today, the gender demographic of a race fan is almost equally split between males and females, with a majority of this demographic being in the all important 21-49 age bracket. This shift in the gender demographic has caused yet another change. More and more companies with appeal to males and females, as well as families, have chosen racing as a "smart" promotional tool. Listed below are just a few of these companies: