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How does a racing sport go from dirt-oval battles between bootleggers and hot rodders to America’s largest and most popular racing series? The rise of NASCAR from its early roots in the Prohibition era to its current position as a multi-million dollar juggernaut with races watched by millions of Americans is a story that’s as suspenseful – and at times colorful – as the Talladega 500.

From Bootlegging to Oval Racing

The sport’s earliest days can be linked not to any race track, but to an activity from the Prohibition era – bootlegging. As Rick Hudson notes in an in-depth look at early NASCAR history, famous NASCAR drivers like Junior Johnson first cut their teeth dodging revenuers in sedans modified to haul as much moonshine as possible, as fast as possible. The sport also had plenty of roots on the sandy shores of Daytona Beach, where promoters like Sig Haugdahl held oval-track races on the firmly packed beach and tarmac.

Photo by Unknown via Wikimedia Commons

The National Association for Stock Car Auto Racing (NASCAR) came about in December 1947, courtesy of Bill France, Sr., then an up-and-coming promoter who saw a need for an official sanctioning body. There had been plenty of early attempts to establish one as far back as the mid-1930s, but NASCAR would soon evolve into the dominate force in stock car racing.

Evolution of an Empire

NASCAR’s establishing formula initially consisted of strictly stock, street-legal family sedans on a series of oval courses, although that formula would also evolve. The newly minted organization held its first sanctioned race on the Daytona Beach road/beach course in February 1948, where Red Byron cinched the win after 150 hard-fought miles. Decades of Racing notes that by 1958, NASCAR sanctioned 24 out of 51 venues, including road races at Bridgehampton and Watkins Glen.

Photo of Red Byron’s car by Nascar1996 via Wikimedia Commons

Changes came to NASCAR in quick succession. Between 1949 and 1950, Harold Brasington built Darlington Raceway, the first of many banked-oval courses for the sport. August, 1959, signaled the end of the Daytona beach/road course and the beginning of the famous Daytona International Speedway. The sixties signaled the beginning of the infamous horsepower wars and, as an example of NASCAR’s marketing potential, the rise of high-horsepower “factory lightweights” such as the 427-equipped 1963 Ford Galaxy 500XL and the “race on Sunday, sell on Monday” mantra. The sixties were also the beginning of Richard Petty’s illustrious racing career, in which he won the NASCAR Championship seven times and a record 27 races in 1967 alone.

Photo of Richard Petty by Darryl W. Moran via Wikimedia Commons

The most significant modern change to NASCAR came in the form of the “Car of Tomorrow,” a technologically advanced chassis introduced for the 2012 season. Geared towards driver safety, the CoT chassis offered a vast number of changes – a higher, wider roll cage, double frame rails and the use of protective foam, for starters. It also signaled the definitive end of the stock car as a vehicle that could win races and sell in volume at dealer showrooms.

The Rise of a Merchandising Giant

NASCAR may be all about stock cars, but that hasn’t stopped a variety of companies from joining forces with the highly successful franchise. For instance, NASCAR and Harley-Davidson came together in 2008 to create the NASCAR 60th Anniversary Motorcycle Series. The custom-built run of 60 motorcycles were individually serialized and offered for sale to the public, according to Motorcyclist Online.

NASCAR and Harley-Davidson presented motorcycle #60 to NASCAR Sprint Cup Series driver Kyle Petty, who auctioned the bike for charity during that year’s Coke Zero 400. This rare bike might be hard to get your hands on, but a fresh set of Dunlop D402 Harley-Davidson whitewall motorcycle tires at Bikebandit can help your Harley mimic the one-of-a-kind look of the 60th Anniversary Motorcycle.

Photo of Kyle Petty by APCEvents via Flickr

From t-shirts, hats and other official apparel to posters, die-cast cars and even commemorative versions of today’s most popular automobiles, the sanctioning body has amassed a merchandising empire with revenues of $645.4 million in 2010, according to figures from International Speedway Corporation.

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Austin Dillon, a champion in both the NASCAR Nationwide Series and NASCAR Camping World Truck Series, will compete full-time in the NASCAR Sprint Cup Series beginning in 2014 driving for Richard Childress Racing.

Dillon joins Paul Menard, who will drive the No. 27 Menards Chevrolet with crew chief “Slugger” Labbe, and Ryan Newman, who will drive the No. 31 Caterpillar/Quicken Loans/Wix Filters Chevrolet with crew chief Luke Lambert, as full-time Sprint Cup Series drivers under the RCR banner in 2014. The Welcome, N.C., organization has invested significant resources in its competition and engineering departments to prepare for the 2014 season. Many of these changes were spearheaded by the additions of Dr. Eric Warren (director of competition) and Mark McCardle (director of racing operations) to the organization, along with the recent addition of Mike Coughlan (technical director).

Dillon’s program will be led by crew chief Gil Martin, a 13-year veteran of the organization who led Kevin Harvick to six chase berths. It also marks the highly anticipated return of the No. 3 to Sprint Cup Series competition. Dow and General Mills’ Cheerios brand will be the primary brands featured on the No. 3 Chevrolet SS throughout the season.

“My grandfather and everyone at RCR have done a great job of not pushing me too quickly into the NASCAR Sprint Cup Series,” said Dillon. “I feel like I’ve been able to spend adequate time in the NASCAR Camping World Truck Series and the NASCAR Nationwide Series preparing for this next step in my career. I am thrilled to be making this move with partners like Dow and Cheerios, along with some long-time partners who have supported me and RCR throughout my career. I am truly grateful and looking forward to this opportunity.”

The program between RCR and Dow is driven by several Dow businesses that are directly involved in R&D projects and strategic business and relationship opportunities unique to the NASCAR community.

“We see this as a great opportunity to partner with a historic team like Richard Childress Racing that is synonymous with success, integrity and championships, and a championship driver in Austin Dillon,” said Joe Harlan, executive vice president of Dow. “Austin’s winning passion is representative of Dow. Our employees and customers were very supportive of our debut into our partnership with RCR during 2013 and they are looking forward to continued involvement with Austin next year. Dow’s technology-focused, market-driven, customer-centric organization aligns perfectly with the performance-driven values of RCR and NASCAR. We look forward to being a part of Austin’s rookie NASCAR Sprint Cup Series season and continued success in NASCAR.”

General Mills is entering its 17th year in NASCAR and its sixth year with RCR. They began their association with Dillon last year when the Minneapolis, MN.-based company used its Honey Nut Cheerios brand to help Dillon make his inaugural Daytona 500 start. Today, Cheerios launched the @CheerThe3 communities on Facebook and Twitter so fans can access exclusive content and share their excitement around Austin and the No. 3 race team.

“With Austin Dillon’s success in both the NASCAR Nationwide Series and NASCAR Camping World Truck Series, we’re proud to continue our support of Austin, a proven winner and passionate driver,” said Gregg Dorazio, manager of shopper marketing and motorsports for General Mills. “He shares many of the same values as the Cheerios brand and has a bright future in the sport. We’re excited to join him in this next step in his career. We’re also proud to continue our partnership with RCR and continue our heritage in the sport.”

In addition to Dow and Cheerios, several long-time partners associated with RCR and Dillon will join him as he moves to full-time competition in the Sprint Cup Series including Realtree Outdoors, Bass Pro Shops, American Ethanol and the University of Northwestern Ohio.