Well, this should liven up the paddock on race weekends!

Playboy Enterprises announced today that it will sponsor no fewer than six cars in the Grand American Rolex Sports Car Series and the Grand-Am Cup Series, beginning with the 2006 Rolex 24 at Daytona this weekend.

The company, and its associate sponsors, will sponsor three Daytona Prototypes and three Grand-Am Cup cars.

In announcing the sponsorship deal, Playboy VP Marketing Lisa Natale commented, "Both Playboy fans and racing fans are enthusiastic and passionate, so we view this partnership as a perfect branding opportunity for us." And yes, Playboy Playmates will be part of Team Playboy's event hospitality arrangements.

This is the first time the 50-year-old media company has participated in professional motorsports at this level, according to Playboy Racing boss Tommy Constantine.