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DALLAS Texas Instruments’ entry into Nascar sponsorship marks a new marketing approach for the microchip maker, the company said.
As primary sponsor of the Hall of Fame Racing team in the 2006 Nascar Nextel Cup Series, TI will focus its efforts on its Digital Light Processing (DLP) technology used in high-definition television, the company said.
The Texas Instruments DLP HDTV car from Hall of Fame Racing will premiere at the Daytona 500 on Feb. 19.
Hall of Fame Racing was formed by three-time Super Bowl winning quarterback Troy Aikman, Hall of Fame and two-time Super Bowl winning quarterback Roger Staubach, and businessman and veteran Trans Am driver Bill Saunders.
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