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.