In a reversal of the usual commercial lifecycle, commercials scheduled to air during the Daytona 500 will debut online prior to the race, according to MediaPost.

Whereas some companies have leaked parts of commercials before their debut, a strategy employed by marketers prior to the Super Bowl, the full spots will be available on NASCAR.com prior to the race. The tactic is being employed in anticipation of heavy traffic to the site as race fans log on early to bone up for the race.

The inclusion of the spots online is also meant to take advantage of fans' allegiance to particular drivers and, by extension, those drivers' sponsors - which were reportedly the main driving force behind this tactic. More and more driver sponsors have also been buying commercial time over the last few years.

NASCAR has suffered a ratings slowdown leading up to the 2007 season; new marketing strategies such as this are intended to turn that trend around. The sport is also looking at ways to appeal to Spanish-speaking audiences and others not traditionally drawn to professional racing.

Fifteen commercials during the Daytona 500 broadcast will feature NASCAR drivers, a ratio estimated to be the highest in professional sports.