ON A ROLL PAT BENTLEY

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Racing marketing expert Pat Bentley has held various roles in motorsports marketing. This year, he authored the privately published book, "Brand Fans: What Sponsors Really Want."

Age: 54

Title: president, Bentley Group, Dallas

Insight: Motorsports is a promotional channel with brand-building power, not a brand-building tool with promotion power.

Opinion: Indy-style racing's current problems are due to overdependence on TV.

Fact: Racing audiences are 40% women.

Tip: If racing is entertainment, organizers need to rethink their roles to improve relationships with sponsors to maximize entertainment value.

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