The best way I've seen to do this is to publish the accomplishments of drivers using your products in your magazine ads. Sponsoring major races gets your name and product out there to be seen by the serious racers. I'm talking top club racers who are unsponsored. These drivers will be more likely to purchase and use your product if you are a major event sponsor for a national event that they happen to attend. These drivers go back to their local tracks and pass on information and set up tips based on the equiptment they're using and others will copy them and suddenly everyone has to have such and such piece of equiptment cause that driver is using it and look how fast he is.