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George Pyne, 33, arrived in 1995 as the new-business manager for the National Association of Stock Car Auto Racing and quickly rose to Nascar's top marketing post, VP-marketing, after working in trade and sports marketing. Last year, he helped develop more than $200 million in media support for Nascar's 50th anniversary through tie-ins and partnerships.

Strength: Finding common elements and goals with partner marketers.

Challenge: Expanding Nascar's reach into new urban markets and reaching younger consumers without disturbing the sport's core audience and image.

Fact: Philadelphia is our strongest market by far.

Insight: Teen-agers are our fastest-growing audience sector, up 36% in the last three years. Videogames have become a powerful marketing tool introducing Nascar to new fans.

Opinion: Licensing has become a huge marketing tool. When used right, it drives new levels of sales to audiences you would never reach otherwise.

Biggest surprise: The success of the Nascar Barbie doll.

Secret weapon: Maintaining an entrepreneurial attitude and tight focus despite

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