CENTRIX Financial, a subprime financial management and services company will become the “Official Auto Finance Company of NASCAR.” It will also back a program that identifies and develops Afro-American and Hispanic drivers and crew members.

“CENTRIX and NASCAR are both engaged in the process of peeling back layers of stereotype and misinformation to reveal the true nature of our core consumer bases,” says Centrix Chairman and CEO Robert E. Sutton.

CENTRIX's other racing-related sponsorships include the Denver Grand Prix and the Ultimate Baja Challenge (in which Sutton competes as a driver).

The Centennial, CO firm specializes in providing auto loans to the credit-challenged who represent more than 40% of Americans, says Sutton.

He adds, “The reality of our economy over the last 15 years is that living costs have grown at a far faster rate than income. When you throw in the unexpected — health care, divorce, unemployment — it is no wonder that non-standard credit is quickly becoming the new standard.”