Race driver, rapper form unique partnership

In the sports business world, nothing seems unattainable these days. After all, who ever would have thought that stock-car racing and rap music could be joined at the money belt?

But when Mike Bliss came zooming by in his No. 32 car with an image of rapper 50 Cent on its quarter panels, fans probably were doing a double-take.

It all has to do with Street King, an energy drink that 50 Cent's company introduced a couple of months ago. By getting involved in NASCAR, 50 Cent is marketing to a different demographic as part of a global initiative to provide meals to one billion people in Africa. Proceeds from each sale of Street King go toward that effort.

Street King joins Red Bull, Monster, Amp, Five-Hour Energy and NOS Speed Energy, all of which have or will have NASCAR sponsorships in 2011 or 2012.

As for cross promotion, perhaps Floyd Mayweather Jr. can have Pennzoil or Goodyear on his trunks the next time he fights. Or images of the Busch brothers on each leg.

■ TIGER'S DEAL -- Tiger Woods is back in more ways than one. The former world No. 1 golfer tees off today at the Frys.com Open in San Martin, Calif. When he finishes, Woods probably will slip on a Rolex watch.

No big deal you say? Consider Woods announced Wednesday he is endorsing Rolex, his first major deal since his sex scandal in November 2009. The Rolex deal replaces the one Woods had with Tag Heuer, which dropped him two months ago, along with AT&T, Gatorade, Gillette and Accenture, which severed ties with Woods in the past two years.

According to Woods' agent, Mark Steinberg, the Rolex deal is just the beginning. A deal to sponsor Woods' golf bag is in the works, and Woods reportedly is in negotiations to possibly forge a relationship with Frys Electronics, the sponsor of this week's PGA Tour Fall Series event.

If Woods somehow regains his previous championship form, Rolex is going to come out of this looking smart.

■ GOUGING NEVER STOPS -- Anyone driving to Yankee Stadium for today's deciding Game 5 in the American League division series better be ready to pony up plenty of cash to park. It's costing $70 to park near the stadium for the playoffs, up from $35 during the regular season.

Teams and leagues traditionally hike ticket prices for the postseason because they can get away with it.

The seat hasn't changed physically, yet it costs twice as much to sit there. Same with parking. It's not like the garages near the ballpark spruced up the spots. It's essentially the same place where someone parked in August.

The Yankees, as always, claim they don't control the parking, that it's the city's fault. Regardless, these rip-offs never are going to stop until fans stop driving to games and buying tickets. But good luck to that.

COMPILED BY STEVE CARP
LAS VEGAS REVIEW-JOURNAL