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Not content to just power HDTV sets, the Texas Instruments DLP brand is going to power a NASCAR team. Well, it won't be under the hood, but it will be on the hood. In 2006, TI is sponsoring a new Joe Gibbs NASCAR team called "The Hall of Fame" team.

The new team primarily sponsored by TI was formed by NFL Hall of Famers Troy Aikman and Roger Staubach. From an advertising standpoint, this seemingly odd pairing of sponsor and event actually makes sense. NASCAR is one of the few sports that broadcasts most of its events in high definition. With the astounding growth in NASCAR viewing, the deal brings a major producer-to-consumer relationship for TI's DLP technology.